EA is preparing to handle ad placement in its games internally. Gamasutra reports that the company organized an event this week where it began pursuing partnerships for in-game advertisers directly. EA was seeking opportunities for upcoming titles in its NFL, NBA and FIFA sports franchises, as well as Need For Speed racing games and titles from wholly-owned social game maker Playfish. The effort effectively cuts out EA’s in-game ad partners IGA Worldwide and Microsoft subsidiary Massive Inc., which had previously handled these and other EA products. Gamasutra says EA also used the event to trumpet ad opportunities for products coming to Apple iPad tablet and Facebook, calling the latter the largest gaming platform in the world. Read more at Gamasutra.