EA is going to put even more ads into your games

Electronic Arts (EA), the company behind games such as the EA Sports FC and Battlefield series, has officially launched EA Advertising, a new business division that allows brands to place advertisements directly inside its games and live gaming experiences.

According to EA, this lets them expand their existing sponsorship and partnership efforts, making it easier for advertisers to appear inside games through dynamic ad placements, branded content, in-game challenges, rewards and virtual items. Their games already reach over 120 million monthly gamers, and is positioning this captive audience as an opportunity for advertisers.

EA Advertising will see their games integrate more of their advertisers directly into gameplay rather than just having their name on a jersey or as a skin. Some examples include digital advertising boards inside stadiums, branded scoreboards and overlays, sponsored in-game events, custom cosmetics and branded virtual experiences, with these campaigns able to be updated periodically and targeted to different useres.

If you already play certain EA games, you might already recognise some of these times of ads. In EA Sports FC and College Football for instance, there’s already brands like Red Bull, Visa, Lowe’s and Mountain Dew. But it does kind of make sense in those games, as advertisers already exist in these sports in real life.

Unfortunately though, it remains to be seen if EA is planning to use this as a way to expand their ads into non-sports games too, such as Battlefield, Apex Legends, Need for Speed or any other unreleased titles. So far though, EA does seem to be mainly focusing on their sports games for now, but only time will tell how much more EA wants ads in their games, and if gamers will be able to accept it.

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