Electronic Arts, the world's biggest video game publisher, said on Thursday it had struck deals with two in-game advertising providers, taking its first steps into the online advertising business. The company said its agreement with Massive Inc., which Microsoft bought earlier this year, will include up to four video games. The first of those will be "Need for Speed: Carbon," the latest iteration of its popular racing series due in late October.

Privately held IGA Worldwide Inc. will also deliver advertising in up to three EA games, starting with "Battlefield 2142," a futuristic combat game slated for release in mid-October.

EA did not disclose financial terms of the agreements. The ads will appear in games in the United States and Europe.