EA rolls out Advertising platform to let companies market "directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform enabling brands to market directly to consumers through in-game placements like stadium signage and dynamic content. The company states this will enhance, not disrupt, the player experience, offering custom integrations and targeting capabilities. While in-game advertising is controversial, EA aims to integrate ads authentically, with brands like Visa and Red Bull already on board.
- Entities
- Company: Electronic Arts
- Person: Strauss Zelnick
- Person: David Tinson
- Company: Take-Two Interactive
- Person: Matthew Ball
- Topic: In-Game Advertising
- Company: Xbox
- Topic: Advertising
- Company: Public Investment Fund
This article was reported and published by gamesindustry.biz. feed.gg links to it as part of a story cluster — full text, images and rights remain with the publisher.