EA Advertising VP Wants Future Games Designed With Built-in Ads

Electronic Arts is looking to change how brands appear in its titles. Following the recent formalization of its in-game ad operation and the integration of an ad server directly into the Frostbite engine, the company is now eyeing a more proactive approach to monetization.

Alexander Deo, EA’s VP of advertising and sponsorship, discussed the company's shift during an appearance on The Game Business Show. Deo explained that much of the current advertising work involves “retrofitting” brand deals into games that were already completed before the ad placement was considered.

Designing Ads from 'Day One'

According to Deo, the next phase for the publisher involves integrating brand space during the earliest stages of production. “As you think about new games that are coming out… if you actually design them with the right advertising and brand experience in there from the get-go, it just makes it easier and makes it feel more native,” Deo said. He argued that this approach provides greater flexibility, allowing brands to cycle in and out of a game without the need for additional patches.

Deo cited the free-to-play Skate as an example of a title where advertising can be planned during the development process rather than being added after launch. He emphasized that the goal is to ensure these integrations feel authentic to the game's environment while providing value to the player.

Current Advertising Integration

EA’s current advertising platform, which was formalized last month, has already started appearing in several high-profile sports titles. Players have reported seeing real-world branding, such as Visa advertisements, appearing within EA Sports FC, Madden, and College Football.

This push into in-game advertising comes at a time when the broader gaming industry is facing scrutiny over how ads are implemented. EA has previously faced player questions regarding the inclusion of ads in its premium sports titles, and other platforms—such as YouTube—have recently encountered backlash from viewers regarding the intrusiveness of new stream advertisements.