EUEurogamer
"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"
Electronic Arts sees a significant opportunity for in-game advertising, provided it is implemented authentically and makes sense within the game's context. EA's Alexander Dao highlighted sports games as a prime area for replicating real-world advertising experiences, but also noted successful non-sports integrations like Coach-branded items in The Sims 4. The company believes designing advertising experiences early in development, especially for free-to-play titles, will lead to more native and flexible integrations.
