IGA Worldwide (IGA) has announced a two-year agreement with Electronic Arts to become the media company's exclusive global, dynamic in-game advertising partner for titles on Sony Computer Entertainment's PS3. Under the agreement, IGA will exclusively manage dynamic in-game advertising within EA's portfolio of PS3 titles including EA SPORTS franchises Madden NFL football, NBA LIVE basketball, NASCAR racing and NHL hockey. IGA will also have access to EA's racing franchises Need for Speed and Burnout.