EA forms new division to bring even more ads to games

Electronic Arts has formed a new division focused on bringing more ads into video games.

The platform, appropriately named EA Advertising, will work with brands to incorporate their marketing into EA games. As EA notes, it already does this with its popular annualized sports games, including EA Vancouver’s EA Sports FC and NHL and EA Orlando’s Madden NFL, through signage, mascots and other digital elements. But now, it wants to expand that to other games in its catalogue.

In a press release, EA says these ads would “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.” It adds that  interactive gameplay environments would allow brands to “become part of the game itself, reflecting how players engage with advertising in real-world contexts.”

Some of the ways that this could work includes digital ad boards, in-game challenges, curated vanity items, and more. We’ve already seen some of this in EA Sports titles, like featured Lowe’s challenges in various sports titles, Red Bull-themed attire in EA Sports FC and Mountain Dew’s “DEW University” in EA Sports College Football 26.

It’s unclear how, exactly, these kinds of ads might look in non-sports games. For instance, I shudder to think of how EA might want to, say, throw Visa banners into the next Mass Effect that take you right out of it.

In any event, it’s easy to see more companies potentially exploring this kind of revenue, especially as games continue to get costlier to make. Mark Darrah, who was a producer for many years at EA-owned BioWare, even recently suggested that companies might pursue ads to offset costs.

It should also be noted that EA’s larger future remains uncertain right now. Last year, Saudi Arabia’s Public Investment Fund and the U.S.’ Silver Lake and Affinity Partners (run by Donald Trump’s son-in-law Jared Kushner) announced a US$55 billion acquisition of EA. That deal is still pending, with organizations like the union group CWA Canada calling on it to be heavily scrutinized by federal regulators. Still, it remains to be seen what would happen with EA once the Saudis take over, especially from an ad perspective considering the regime, outside of murdering journalists, is known for having its hand in many industries.

Image credit: EA

Source: EA