Although publisher Electronic Arts has messed around with in-game ads before, it now has an official ads platform to call its own.
Called EA Advertising, the platform allows companies to place their ads across various types of in-game content. This includes stadium signage, scoreboards, sponsored replays, and more.
EA has already lined up some partners to embed ads in its games, including Visa, Lowe’s, Red Bull, Xfinity, Peacock, and Mountain Dew.
EA has already dipped its toes into in-game advertising, going all the way back to 2008’s Burnout Paradise. In addition to running ads from Burger King, Nvidia, and other companies, the game also featured ads for then-U.S. presidential candidate Barack Obama. It was the first time a presidential candidate bought in-game advertising.
Still, for better or for worse, EA Advertising will likely ensure that in-game ads become more of a fixture in EA games than in years’ past.
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