Electronic Arts recently announced a new program called EA Advertising. This program aims to include advertisements within the games people enjoy playing.
This initiative focuses on integrating ads into popular games over time, offering dynamic and immediate placement options. The studio plans to collaborate with partners to include ad units in its sports titles, utilizing improved targeting and tracking tools to measure how well the ads perform. This will be done alongside the existing EA Sports Partner Program, allowing brands to connect more seamlessly with players within the game environment.
Similar to how EA is handling game releases now, this new feature seems promising in theory, but its success will depend on how players react. They’ve already partnered with major brands like VISA, Lowe’s, Red Bull, Peacock, Xfinity, and Mountain Dew. It remains to be seen how many more companies join the program as it rolls out across different games, though we expect a lot of interest in this new way to advertise.
The idea makes sense for sports games like College Football or UFC. However, we’re not so sure it would work well in games such as Battlefield or the upcoming Mass Effect.
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2026-06-16 11:12