Alexander Dao
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Xbox adds advertisements to games in "ad-supported" streaming trial, and it sounds like there's more ads…
Microsoft is testing an ad-supported version of its Xbox game streaming service with Xbox Insiders, which will include advertisements at the start of a session. The company states that the core game experience remains unchanged after the initial ads and that this tier is optional. Microsoft aims to provide more affordable ways to play games through advertising, emphasizing that ads should not interrupt gameplay and should meet quality standards.
Electronic Arts wants a world where in-game advertisements are standardized across the industry
Electronic Arts is advocating for standardized in-game advertising practices across the entire gaming industry. VP of advertising Alexander Dao stated that ads should be integrated from the start of development, especially for free-to-play titles, and that EA is working with third parties to establish industry-wide standards for ad placement and tracking.
EA vice president of advertising says game ads are a 'huge opportunity', but it 'has to make sense for…
Alexander Dao, EA's vice president of advertising and sponsorship, discussed the company's new advertising platform, highlighting the significant opportunity for in-game ads. He emphasized the importance of integrating advertising thoughtfully from the initial game design phase to ensure it feels native and offers flexibility for brands. Dao also noted the need for standardization in viewability and reporting, while stressing that any advertising must make sense for the specific game, citing a successful collaboration with Coach in The Sims as an example of democratizing access to branded products.
EA exec says in-game advertising is a "huge opportunity" for devs, especially for games like Skate
Electronic Arts vice president of advertising, Alexander Dao, believes in-game advertising presents a significant opportunity for developers, particularly for free-to-play titles like the upcoming Skate. EA is actively developing its advertising platform, integrating brands into games like Madden NFL and Skate, and Dao encourages developers to design with advertising in mind from the outset to create more native experiences.
"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.
