The topic EA Games Will Get Expanded Game Adverts Under New Plan is currently the subject of lively discussion — readers and analysts are keeping a close eye on developments.
This is taking place in a dynamic environment: companies’ decisions and competitors’ reactions can quickly change the picture.
EA has officially unveiled its new EA Advertising service that connects brands with the publisher to make it easier to run advertising campaigns in-game. This will largely be focused on in-game billboards in titles like EA Sports FC. It’s somewhat surprising that EA has taken this long to launch a dedicated advertising platform given the scale of its biggest franchises.
Applications are now open via the EA website and campaigns start at as little as $100,000, which sounds like quite a low amount considering the size and scope of some of these EA titles. Applications are open for: Mobile Video & Display Advertising, In-Game Activations, and eSports Sponsorships.
In the official statement on the EA website, David Tinson, Chief Experiences Officer at Electronic Arts, had this to say: “With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players,” and stating that the service will allow brands “to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building.”
Digging into the statement a little further reveals just how “non-disruptive” these adverts will be, with advertising campaigns that will actually shape “in-game challenges, reward-driven objectives, and branded content.” Ads will appear “dynamically” and usually be “custom in-game content.” This is not the first time that adverts have appeared in EA games and the integration is already fully underway, with significant partnerships with companies such as Visa and Red Bull taking part in sponsorship campaigns in games like EA Sports FC.
Most players have tolerated advertising in EA games for years, particularly when it takes the form of realistic sponsorship boards or branded stadium content. These elements can actually make a game feel more realistic, as if you really are overseeing a match in the Bernabeu. However, EA’s emphasis on “in-game challenges,” “reward-driven objectives,” and “branded content” suggests advertising could become more deeply integrated into gameplay itself rather than simply existing in the background.
To assist brands and make it easier to advertise in EA games, the publisher has built a “new proprietary ad server and SDK” which is built for EA’s signature engine, Frostbite. SDK stands for Software development Kit. In practical terms, it provides developers and advertising partners with the tools needed to integrate campaigns directly into Frostbite-powered games.
Applications are already open for EA Advertising and campaigns are starting for as little as $100,000, although we’re not sure what this will actually get you in-game. Prices range from between $100,000 and $1 million+, so quite a spread. The low amount would suggest that EA is looking to attract a broad range of sponsorships, and the high amount would suggest that perhaps this advanced ad integration is going to become a key part of the companies’ strategy in the next few years.
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