Overview
- EA vice president Alexander Dao said Thursday that new titles should be designed from the start to include advertising so placements feel native and are easier to update.
- Last month EA formalized those efforts by launching an EA Advertising platform that is integrated with its Frostbite engine to let marketers place ads dynamically and convert 2D assets into 3D in‑game objects.
- EA confirmed it is working with the Interactive Advertising Bureau and Integral Ad Science to create consistent standards for how in‑game ads appear and how viewability and measurement are reported to brands.
- The company is targeting sports franchises and free‑to‑play console games—citing Skate and EA Sports titles—and has already run brand integrations like Lowe’s in Madden, Vans in Skate, and Coach in The Sims 4.
- Players and critics have reacted with skepticism about more native ads, and industry analysts warn the move could push more publishers toward ad‑supported business models while changing game design and player experience.