EA Executive Discusses Plans to Integrate More Advertisements into Games

Electronic Arts is venturing into a new territory that might not sit well with players: in-game advertisements. In a recent discussion, the VP of advertising and sponsorship, Alexander Dao, shared insights about EA’s new advertising platform, aiming to create a standardized approach for in-game ads across the gaming landscape.

Dao emphasized that EA plans to incorporate in-game advertising during the development phase of future titles. He noted that for many existing games, integrating ads feels like an afterthought, but when these elements are considered from the start, it opens up more opportunities for various brands to engage with players.

Last month, EA unveiled its advertising platform, which is currently focused on its sports titles. This system leverages the Frostbite engine, enabling advertisers to dynamically place ads in locations like stadium billboards. Additionally, it allows marketers to transform existing advertising assets into 3D objects within the game. EA is also looking to extend this capability to non-sports titles, referencing a past collaboration with the accessories brand Coach for The Sims 4.

However, the implications of this move could extend beyond just sports games. EA has partnered with the Interactive Advertising Bureau and Integral Ad Science to establish standards for in-game advertising and measurement, potentially encouraging other publishers to follow suit.

“We are collaborating with third parties to standardize these practices,” Dao explained. “When we consider in-game 3D assets, how can we create a consistent look for brands? And regarding in-game measurement and viewability standards, how do we ensure consistency so that when other publishers and platforms adopt this, they can provide reliable reports to brands and marketers? Our efforts here aim to foster greater consistency and standardization across the industry.”

In-game advertisements have become a hot topic lately. Amid rising hardware and memory costs, Xbox’s chief strategy officer, Matthew Ball, recently suggested that ads in games could provide more affordable options alongside traditional ad-free experiences, similar to how streaming services like Netflix and Disney Plus offer ad-supported tiers at lower prices.

Former BioWare employee Mark Darrah echoed this sentiment in a recent YouTube video discussing game monetization, pointing out that product placement in video games is minimal compared to movies and television, but it could grow in significance.

This isn’t the first time industry leaders have explored new revenue streams from players. Many free-to-play mobile games already utilize in-game ads, and there have been attempts in console games, like Street Fighter 5, though those were met with backlash before the publisher retreated. With development costs on the rise, it wouldn’t be surprising to see publishers fully embrace this trend.

Looks like we might have to rethink our Super Bowl viewing habits!