EA is diving deep into the world of in-game advertising with the launch of its new EA Advertising platform. The company has featured in-game ads in some of its major titles in the past, but EA Advertising will make it even easier for brands to showcase their products in select EA games.
This isn't the first time EA has shown interest in using its video games as a form of advertising. EA putting ads into games has been a big concern of the company for years at this point, but this new platform is the most significant step the company has taken to bring the concept to the fore.
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EA's advertising platform wants to make in-game ads more engaging for brands and players
Right now, the EA Advertising page on EA's official website has a clear focus on the company's live sports titles. The Sims 4 it's also part of the games being spotlighted for the service, but EA Advertising's main focus seems to be reaching out to companies looking to insert ads into the publisher's various sports-focused games. There are plenty of popular EA franchises, but the company has become known for its roster of popular sports franchises, so targeting them isn't all that surprising. Games like EA Sports FC, Madden NFLand Skate there are several franchises that are being promoted as potential interactive billboards that companies can use.
Drag your weapons to fill the grid
Start
Drag your weapons to fill the grid
Easy to medium hard
EA Advertising specifically focuses on what it calls “in-game integration.” Features like sponsored replays, in-game advertising banners with the company's logo and custom branded apparel are some of the things EA Advertising hopes will attract companies to the platform. These are things that already happen at actual televised sporting events, so it makes sense that EA would see this advertising approach as a way to create a more compelling sports game.
However, this must also be controversial. Advertising in video games has been a divisive topic among gamers over the years. Some find this method invasive, but there are others who don't mind. It is currently unclear if EA will allow players to turn off in-game advertising. While that would be a solid compromise, it's more likely that the company will keep advertising as a mandatory feature that can't be customized, especially since companies will invest so much in using the platform.
Who is that character?
Identify the silhouettes before time runs out.
Start
Identify the silhouettes before time runs out.
Easy (7.5s) Medium (5.0s) Hard (2.5s) Permadeath (2.5s)
As this is a new platform for the company, it will be interesting to see how EA Advertising fares when it is used more often for EA published games. The company claims that the ads will be implemented in a way that won't disturb players, but only time will tell if that's actually the case. EA's handling of its live titles has been as divisive as the subject of in-game advertising. It's common to hear news of EA discontinuing another game, and adding more ads to the mix may not help the company's image.
Source: EA Advertising
