Electronic Arts is expanding its in-game advertising efforts through a new platform announced last month. The company emphasizes that any ads must feel authentic and fit naturally within gameplay.
EA vice president of advertising and sponsorships Alexander Dao described a significant chance to integrate brands into titles. He stressed that partnerships should replicate real-world experiences, particularly in sports games where ad boards and sponsored kits are common.
Dao highlighted successful past efforts, including Coach-branded items added to The Sims earlier this year. Similar activations appeared in EA Sports College Football 26 with a Mountain Dew stadium experience and Visa branding in EA Sports FC.
The advertising platform connects directly to the Frostbite engine. Dao noted that planning ads early in development, as with the upcoming Skate game, allows for more seamless integration across console and free-to-play titles.
