In-Game Advertising
Ongoing coverage on In-Game Advertising.
Latest coverage
Skyrim’s official IKEA crossover mod might be the most deftly-assembled Elder Scrolls gag ever, if not an ad blueprint other corps should follow
An official IKEA crossover mod for The Elder Scrolls V: Skyrim, titled Kallax Storageborn, has been released, featuring a unique dungeon design and humorous integration of IKEA products. Developed by Kinggath Creations, the mod cleverly blends in-game advertising with the game's established meme culture and humor, though the author notes it's an exception rather than a blueprint for future corporate integrations.
The Daily Grind: Would you pay money to place an in-game ad in an MMO?
This article discusses the potential for players to pay real money for in-game advertising space within MMORPGs like Final Fantasy XIV. Commenters suggest this could be a viable monetization strategy for companies like Square Enix, offering an alternative to spamming global chats for guild or event promotion.
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.
Evening Interviews
An exclusive interview with Chris Avellone has been released. Additionally, Electronic Arts has suggested that console game makers should consider implementing in-game advertisements during the development process.
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.
EA, the big brains behind The Sims 2 H&M Fashion Stuff, announce they're "transforming how brands connect with audiences" – with in-game billboards
Electronic Arts has announced a new advertising platform that allows brands to place advertisements within their games, aiming to "transform how brands connect with audiences." This initiative includes in-game billboards and custom brand experiences, such as Mountain Dew's Dew University in Madden NFL. The article critiques this move, suggesting it's a way for EA to generate revenue to offset debt from a leveraged buyout and questioning if it will lead to more creative games or further brand integration.
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.
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 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.
New Xbox Exec Advocates For Something Everyone Hates To Help Save Gaming
Xbox Chief Strategy Officer Matthew Ball suggests that in-game advertising could be a solution to rising development costs and consumer reluctance to pay more for games. He points to the success of ad-supported tiers in streaming services as a model. Ball acknowledges past negative reactions to in-game ads but argues that companies need to explore such revenue streams to keep products affordable and fund development.
