The groundwork for this had been laid a while back. Just look at banner ads on websites. And, it's not suprising that EA was the company to spearhead this for gaming. Just look at their static ads in games like Burnout 3 Takedown, the Fight Night series, etc. The only difference between that style of in-game ad and the new version is that the ads/billboards will be able to change over time to relflect/advertise new games.
As long as they don't start having popup ads that block your view while playing the game (lol), it should not be "that" different than now. Perhaps the ads will eventually recognize what game you are playing and focus on that game type for the ads. At least I wouldn't have to see all those Tiger Woods Golf ads (a game which I could care less about) when I go back and play something like Burnout 3/etc. :}
This comment was edited on Aug 31, 11:25.