Electronic Arts is doubling down on its interest in in-game advertising, with company leadership framing the practice as a “huge opportunity” for developers. While product placement and marketing have existed in video games for decades—ranging from Alan Wake's Verizon tie-ins to the brand-centric nature of Sneak King—EA is now pushing for a more standardized, intentional approach to how these ads are integrated into the player experience.
Standardizing Ads in PC and Console Games
Alexander Dao, EA’s vice president of advertising and sponsorship, recently spoke with The Game Business regarding the company's evolving strategy. According to Dao, studios should move away from retrofitting advertisements into finished products. Instead, he argues that developers should plan for these “advertising experiences” during the initial stages of development.
EA is currently working with third parties to create a standardized framework for these placements. The company is leaning on its Frostbite engine to facilitate this, allowing for easier implementation of ads into specific, pre-planned locations within its sports titles and other projects.
Skate as a Template for Integration
When discussing what successful implementation looks like, Dao pointed to skate. as a primary example. Because the sport of skateboarding is already heavily associated with various brands and product placements, the team views it as a flexible environment where advertising can fit naturally. The goal is to make these ads feel “native” to the game rather than forced intrusions.
Despite the executive push, the reception among players remains a point of friction. Many gamers have grown increasingly wary of rampant monetization and the pressure to engage with additional purchases in recent console generations. While EA’s approach aims to make these placements more seamless, it remains clear that the company views advertising as a core component of its future business model for both PC and console gaming.