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Yahoo!News has an article titled "MTV, Def Jam, Coke: They're All Playing With Video-Game Product Placement", which reveals the fact that Electronic Arts has begun placing advertising inside of games -- and that it's going to pay the cost of producing the games themselves.

''We started in-game advertising for the first time in December, and we generated a couple million dollars of revenue with that,'' EA president John Riccitiello told a crowd at a European multimedia conference in February. ''Our expectation is, we'll cover the cost of the games where we do the in-game advertising, partly because of the large audience we're able to realize.'' (EA declined to clarify the comment or provide more details of its in-game advertising strategy.)