Might this include their MMO interests?

EA announced today that in-game ads will be par for the course in both their PC and console titles over the next few years.

Massive Inc has announced that it has extended its in-game advertising partnership with Electronic Arts, to cover a range of Xbox 360 titles and a "majority of EA's premium PC products" for the next two years.

Dynamic ads will be incorporated into a number of titles covered by the agreement, including the next two editions of EA's Madden NFL, NBA Live, NASCAR and NHL franchises, as well as a continuation of the existing deal covering Need For Speed and future work on Burnout Paradise.

Read more at GamesIndustry.biz.