Electronic Arts
Electronic Arts business and news from across the web.
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New Ultima trademarks filed by EA, but don't get too excited
Electronic Arts has filed new trademarks for the Ultima series, covering downloadable PC games and online experiences. While this suggests potential activity, it may also be routine intellectual property protection, as there have been no new single-player installments since 1999. Creator Richard Garriott has expressed interest in a revival, and Larian Studios has been mentioned as a potential developer.
id Software, Bethesda, Quantic Dream and More to Face Major Layoffs, Studio Closures Soon – Rumor
Reports suggest significant layoffs are imminent across the gaming industry, affecting studios like id Software, Bethesda, Quantic Dream, and BioWare. Microsoft's Xbox division is expected to implement these cuts after its fiscal year ends on June 30th, with CEO Asha Sharma citing declining revenue and a need for increased accountability margins. These layoffs are described as potentially just the beginning of a larger industry downturn.
EA Announces EA Advertising Aimed At “Transforming How Brands Connect With Audiences”
Electronic Arts has announced EA Advertising, a new program designed to integrate dynamic, real-time advertisements into its popular video games. The initiative aims to create strategic partnerships with brands like VISA, Red Bull, and Mountain Dew, utilizing enhanced targeting and measurement features to evaluate ad performance within titles such as College Football and the UFC franchise.
EA announces advertising platform to launch ads 'directly into gameplay'
Electronic Arts has launched EA Advertising, a new platform designed to integrate advertisements directly into gameplay. The system aims to connect brands with engaged audiences through various ad formats, including in-game signage and custom content, with initial partners like Visa, Lowe's, and Red Bull. While sports titles are a primary focus, other games like The Sims 4 are also being pitched as advertising opportunities.
MMO Business Roundup: UK’s age restriction plans, EA’s in-game ads business, and Square Enix’s LA cafe
This MMO business roundup covers several industry developments, including the UK's proposed online restrictions for minors, Electronic Arts launching an in-game advertising platform, and Square Enix opening a themed cafe in Los Angeles. It also notes the upcoming shutdown of online services for Grid Legends and Top Spin 2K25, and discusses how Sony's retreat from PC gaming might impact its sales in China.
EA announces new way to bring advertisements "directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform focused on integrating advertisements directly into its games, particularly within the EA Sports portfolio. The company aims to leverage its large player base for targeted ad placements, utilizing a proprietary ad server and measurement standards. Examples include branded jerseys in EA Sports FC 26 and product placements in games like Skate and The Sims.
UK Charts: FF7 Rebirth Falls Off A Cliff As FC 26 Returns To The Top Spot
The latest UK video game sales charts show EA SPORTS FC 26 returning to the number one spot, likely due to the start of the World Cup 2026. Final Fantasy VII Rebirth saw a significant drop from second to thirtieth place, a common trend for games after their initial launch week. No new titles entered the top 40 this week.
Business and Finance
Electronic Arts has announced a new advertising initiative, offering 'dynamic, real-time placements' within its popular sports titles, Madden NFL and EA Sports FC. This move aims to provide advertisers with new opportunities within EA's gaming ecosystem.
UK software sales chart for the week ending June 13, 2026 – Pokemon Pokopia back in the top five
EA Sports FC 26 has reclaimed the top spot in the UK software sales chart for the week ending June 13, 2026, driven by World Cup interest. Nintendo's Pokemon Pokopia also re-entered the top five, leading other Nintendo exclusives like Mario Kart World and Tomodachi Life: Living the Dream.
EA created an entire division to push more in-game ads
Electronic Arts has established a dedicated division focused on increasing the implementation of in-game advertising across its titles. This strategic move signals a significant push by the company to monetize its games through advertisements.
EA launches new advertising platform enabling brands to "integrate directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform designed to integrate brands directly into gameplay experiences. The company claims these placements will enhance, not disrupt, the player experience, offering native ad units in sports titles and branded gameplay content like challenges and objectives. EA views advertising as a significant growth driver.
Electronic Arts launches EA Advertising for ads in games
Electronic Arts has launched EA Advertising, a new platform designed to integrate advertisements into its video games. This initiative will allow advertisers to place their products within popular franchises such as Madden NFL, EA Sports FC, and The Sims, aiming to enhance the player experience without disruption.
EA is going all-in on in-game ads, further blurring the line between games and reality
Electronic Arts is significantly increasing its focus on in-game advertising across its titles. This strategic shift aims to boost revenue streams, further integrating commercial elements into the gaming experience.
Say hello to EA Advertising, which will let your favourite brands 'integrate' ads to 'enhance' your…
Electronic Arts has launched EA Advertising, a new platform enabling brands to integrate advertisements into its games. Initially targeting sports titles like EA Sports FC and Madden NFL, these "in-game integrations" will feature dynamic placements, branded content, and reward-driven objectives. EA claims its games reach over 120 million players monthly, presenting a significant opportunity for advertisers to "enhance" player experiences.
EA Announces New Plan To Launch Ads “Directly Into Gameplay” After Working On In-Game Ads For Decades Already
Electronic Arts has unveiled EA Advertising, a new platform designed to integrate ads directly into gameplay without disrupting the player experience. This initiative aims to reach EA's 120 million monthly players and comes amid financial pressures, including a potential $55 billion sale to an investor consortium. While EA claims ads will enhance gameplay, past attempts like pause-screen ads in EA Sports UFC 4 faced significant player backlash.
EA Sports FC, Madden NFL Publisher Announces EA Advertising
Electronic Arts, the publisher of EA Sports FC and Madden NFL, has announced the launch of EA Advertising. This new division aims to facilitate deeper brand integration within its sports game portfolio.
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.
Spore devs say the evolution game's previews were more ambitious than what they were actually making, and they 'built a fantasy in people's minds that was unachievable'
Former developers of Spore admit that the game's ambitious previews, particularly Will Wright's GDC 2005 presentation, created an unrealistic expectation for the final product. They acknowledge that the marketing built a fantasy of a deep simulation that the game, which was always intended as a collection of minigames, could not achieve.
Feature: This Somber Platformer, Now 15-Years-Old, Deserves a Revisit on PS5
This article revisits Alice: Madness Returns, a dark action-adventure platformer released 15 years ago, highlighting its unique gothic aesthetic and mature narrative inspired by Alice in Wonderland. Despite technical issues with Unreal Engine 3 on the PlayStation 3, the game's distinctive art style and compelling story make it a memorable title deserving of a modern revisit or remaster, though Electronic Arts currently holds the rights.
These 7+ PS5 and PS Plus Games Are Coming Out Next Week (15th-21st June)
Several new games are scheduled for release on PlayStation 5 and PlayStation Plus between June 15th and 21st. Notable titles include Square Enix's action RPG The Adventures of Elliot: The Millennium Tales and EA Sports UFC 6. Additionally, various titles will become available for PlayStation Plus Extra and Premium subscribers.
