New EA Division Will Put More 'Real‑World' Ads Inside Its Games
Electronic Arts (EA) has created a new internal division called EA Advertising to push more in‑game ads across its catalog. The division focuses on incorporating brands directly into gameplay through dynamic, real‑time placements in stadiums, arenas, and other in‑game environments. EA says the goal is to help advertisers reach its large audience across sports titles and live‑service games by building ads that look and feel like part of the game world.
According to EA's description, EA Advertising allows brands to appear on digital billboards, scoreboards, rink boards, and other in-game signage, mimicking real-world advertising. It also gives partners options such as branded in‑game challenges, reward‑driven objectives, live events, and gear that players can use to customize characters or teams.
EA positions these integrations as immersive, interactive formats that go beyond traditional pre‑roll or pop‑up ads and that go well with existing sports broadcast presentation styles. But the introduction of EA...
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