The topic EA is hedging its bets on in-game ads, further blurring the line between games and… 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.
In-game ads have been a thing for several years, but now Electronic Arts is going all-in on it and launching an entirely “new platform transforming how brands connect with audiences through digital and real-world experiences across its global portfolio of games.”
EA is pitching this program, called EA Advertising, as a huge opportunity for brands to reach consumers, and it definitely makes sense. With the sheer number of players who buy sports games like Madden NFL, EA Sports FC, EA Sports College Football, and EA Sports NHL every year, there are a whole lot of eyes on potential ads.
“EA Advertising is expanding EA’s ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content, designed to enhance, not disrupt, the player experience,” EA said in a statement today. “In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts. Brands can activate across live environments, tailoring placements to meet campaign objectives, and update campaigns with ongoing optimization informed by aggregated engagement insights.”
I’m sure the ads will end up being more noticeable now than before, but honestly, is it really all that different from watching a real live sporting event nowadays? Ads are everywhere: on the field, in the stadium, on players’ jerseys, and everywhere in between. It’s obnoxious, but hey, I guess now we’re getting even more realism in games, which at one point were an escape from real life.
As an example of what to expect, previous activations cited by EA include Mountain Dew’s “DEW University” in EA Sports College Football 26, so it’s safe to expect more branded features in games just like that. Other existing partners have included Visa, Lowe’s, Red Bull, Xfinity, and Peacock.
“Players come to EA’s games and live experiences every day to play, watch, create and connect,” said David Tinson, Chief Experiences Officer at Electronic Arts. “That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building. With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.”
Ads pay the bills, they say, so if this is how it’s going to be, we should at least hope that the money goes to funding games, paying developers, and making experiences better for gamers and everyone in the industry. I can’t say I’m too hopeful about that, but this is the world we now live in.
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