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.
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