Overview

• EA is exploring the addition of dynamic ads in triple-A games, with a focus on 'thoughtful implementations'.
• The company believes in-game ads could significantly drive growth by leveraging billions of player hours.
• Wilson emphasized that the initiative is in early stages, with internal teams currently researching methods.
• EA aims to use generative AI to enhance game development efficiency, potentially reducing production timelines.
• The approach has sparked concerns about the impact on player experience and game pricing.