US publishing giant Electronic Arts is launching EA Advertising, a new platform that allows brands to market directly to consumers via gameplay.
The company says that this will be done through “dynamic, real-time placements” such as stadium signage and in-game content. In its announcement press release, EA says that this is “designed to enhance, not disrupt, the player experience”.
Going into more detail, Electronic Arts says that it has a variety of different ways for brands to reach their audience; these include custom integrations for “specific games and audiences” like in-game challenges or reward-driven objectives. There are also ad units in EA’s suite of sports games.
The company is also allowing “enhanced targeting and measurement capabilities” meaning that brands can efficiently target specific audiences via a property ad server and SDK built specifically for its Frostbite engine.
So far, EA has attracted big brands like Visa, Lowe’s, Red Bull, Mountain Dew, Xfinity and Peacock.
“Players come to EA’s games and live experiences every day to play, watch, create and connect,” EA’s chief experiences officer, David Tinson, said.
“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.”
Advertising within video games isn’t a new practice, but it is one that beckons a degree of controversy. Recently, the CEO of Take-Two, Strauss Zelnick, said that it would be “unfair” to have in-game adverts within premium titles. The executive was responding to suggestions made by industry analyst – now Xbox chief strategy officer – Matthew Ball.
EA itself has tried – and failed – to implement in-game advertising in the past, too.
EA is currently the subject of a $55 billion leveraged buyout led by Saudi Arabia’s Public Investment Fund, of which $20 billion is being financed through debt. The deal is set to close by the end of June 2027.
