Electronic Arts, a digital interactive entertainment company, has launched EA Advertising, a new platform that allows brands to advertise directly into gameplay, the company announced in a press release on Monday. This move is expected to expand EA’s ecosystem by enabling brands to integrate into games through dynamic, real-time placements.
EA Advertising will enable brands to become part of the game itself, with options ranging from stadium signage to custom in-game content. This approach reflects how players engage with advertising in real-world contexts, such as through digital ad boards, scoreboards, and brand broadcast overlays.
According to the company, EA reaches over 120 million players each month, with players completing the equivalent of 23,000 NFL seasons every day in Madden NFL and over 1 billion matches each month in EA SPORTS FC. EA hopes to create meaningful opportunities for brands to connect with its audience through authentic, interactive experiences.
David Tinson, Chief Experience Officer at Electronic Arts, stated that “With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.” They partner directly with brands to create custom integrations for games and audiences.
These integrations can include in-game challenges, reward-driven objectives, custom vanity items, and branded content. Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights using its new proprietary ad server. EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards.
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EA has also launched the EA SPORTS Partner Program, which gives brands access to one of the world’s most engaged sports communities through opportunities ranging from live events to in-game integrations. The company has partnered with brands such as Visa, Lowe’s, and Red Bull in the past to deliver in-game experiences through in-game advertising.
By allowing brands to integrate directly into gameplay, EA Advertising provides a more engaging and effective way for brands to reach their audiences.
For now, EA’s new platform provides a unique opportunity for brands to connect with gamers in a more immersive and engaging way.
Last year, EA announced it would go private after being acquired by the Public Investment Fund of Saudi Arabia, Silver Lake, and Affinity Partners in an all-cash deal worth $55 billion.
