If Need for Speed is any indication, this will be a horrible thing. I still have nightly nightmares of a giant Cingular icon branding my monitor in a fashion most heinous.
It wasn't bad in Splinter Cell, on the other hand, as seeing some screensaver depicting Underworld is hardly the kind of advertisement that stands out. There really isn't a fine line between in-your-face out-of-context advertising and subversive unobstructive advertising; EA just chooses to pass boldly over the line in their search for the next dollar.
In-game advertising isn't necessarily a bad thing... Unless EA gets a hold of it. Now we're gonna have in-advertisment games to play.
------"I have a grave announcement. Anyone with a weak heart had better leave now. Goodbye."
Steam + PSN: PHJF