EA Considers Integrating Ads into AAA Games

CEO Andrew Wilson discusses potential for in-game advertising and increased use of AI in development.

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.