- EA has launched a new branch that aims to bring real-time dynamic ads to its games.
- The branch will collaborate with different brands to feature them in games in different ways.
- EA’s goal is to let brands connect with gaming audiences without being disruptive.
The topic of in-game ads has always been highly controversial, with Steam going as far as to ban them entirely. Regardless, recent rumblings in the industry claimed that Xbox and other gaming giants were exploring such an option to fight rising development costs.
However, the era of large-scale in-game ad placements is already here. EA has launched a new division that aims to collaborate with brands and feature real-time dynamic advertisements in its games and platforms.
Why it matters: We may soon see real brands advertising their offerings in EA games via digital ad boards, banners, and other means. This move could also inspire Microsoft and Sony to bring their own version of in-game ads in the future.
The new blog clarifies that the ‘EA Advertising’ branch will focus on enhancing player experiences instead of disrupting them. EA’s goal is to let brands place ads in the following ways:
- In-Game Integration
- In-Game Media
- IRL & Experimental
Weave your brand into the very worlds gamers know and love. Help build immersion with playable experiences, native placements, and more.
-EA.
The brands can decide to place ads in dedicated digital ad boards, scoreboards, and brand broadcast overlays. The advertisement can also appear via custom vanity items, in-game challenges, live events, and other similar experiences.
Additionally, EA can also show ads during sponsored replays and other in-game overlays that don’t disrupt immersion. Think something akin to real-life ad placements seen in various sports broadcasts.
These ads would be dynamically served during gameplay, and brands can track the number of ad impressions that they see from these placements.
However, gamers are already concerned, as in-game ad placements could become the next major dilemma in games after microtransactions, with over-the-top placements that hinder gameplay rather than enhance immersion.
Do you think EA partnering with brands to include in-game advertisements is a good idea? Let us know your thoughts in the comments below, or join the discussion on the Tech4Gamers forum.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devotedly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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