Electronic Arts (EA) has established a new department called EA Advertising to facilitate collaboration with brands across its games and platforms. The company aims to directly integrate brands into the gaming experience through this new unit.

EA states that these ads aim to improve the gaming experience rather than disrupt it. Partners will be able to take part in many different areas, from stadium signs to special in-game content, thanks to dynamic and real-time placements.

A New Era in In-Game Advertising

EA Advertising gathers its activities under three main headings: in-game integration, in-game media and real-world experiences. Within the scope of in-game integration, brands will be able to take part in games with content such as special cosmetic items, branded challenges and live events.

The company is also considering more subtle advertising opportunities, such as in-game overlays and sponsored replays, similar to sports broadcasts. Real world experiences include physical activities and sponsorships with EA brands.

Branded collaborations are not actually new for EA players. Previously, EA Sports FC had made special jerseys and promotions with companies such as Visa and Red Bull. Similarly, The Sims game hosted the fashion and cosmetics content of brands such as Coach.

This newly established unit demonstrates EA’s intention to expand its advertising strategy to a wider scale. With game development costs rising across the industry, it has been argued that models such as art installation could be a way to finance games.

Advertising Models Are Discussed in the Sector

Discussions on advertising models in the gaming world are not limited to EA alone. Xbox Head of Strategy Matthew Ball emphasizes that he finds ad-supported models positive in the entertainment department, but that any attempt to negatively affect the player experience would be a mistake.

Former BioWare developer Mark Darrah also states that placing works could be a solution due to the increasing costs of the game industry. With this new initiative of EA, it will become clear over time how obvious advertisements will become in games.

What do you think about the idea of ​​seeing more ads in your games? Does this contribute to the realism of the games or does it lead to too much commercialism?