BeefJack writes: "In an announcement that is sure to make gamers worldwide groan. Massive Inc, the in game advert company owned by Microsoft, have announced that they have secured agreements to place adverts in the Xbox 360 and PC versions of several of this years biggest hits.

Games which will have adverts placed in them by Massive include the following title from Activision; Guitar Hero 5, DJ Hero, Band Hero, Tony Hawk: Ride and Blur. While several of EA"s games will also have adverts in including; NFL 10, NHL 10, NBA Live 10 and Need for Speed Shift."