Massive will be serving all EA’s in-game PC inventory from now on, according to a new deal confirmed between the two companies today. The in-game ad broker already handles EA’s 360 stock.

Over the next two years, games like Madden, NBA Live, NASCAR and NHL will all be made available to Massive’s campaigns. In addition, Massive will remain the exclusive in-game ad network on PC and Xbox 360 for EA’s blockbuster Need For Speed franchise, including Need for Speed Carbon and Need for Speed ProStreet. Massive will also incorporate dynamic advertising into Burnout Paradise, although quite how this fits in with IGA’s deal to serve the game hasn’t been clarified.

“It’s a very important step,” said Massive CEO Cory Van Arsdale. “We’ve had a great history, but this gives us access to a lot more inventory that’s coming down the pipe the next two years. This will help shift advertisers from thinking this is a neat way to spend some money into making it a primary item in their media buys. Instead of thinking of [in-game advertising] on a quarter to quarter basis, now they can think of it from year to year.”

Good feature on the whole shebang here.