Electronic Arts is changing how it handles in-game advertising by moving away from adding ads to finished games. This shift aims to make sponsored content feel like a natural part of the gaming experience rather than a disruptive interruption. Players who have complained about intrusive stream ads may see a different approach in upcoming titles from the publisher.
Publisher consolidates brand deals into Frostbite engine for native integration
The company formalized this new strategy by creating a dedicated platform called EA Advertising. This unit consolidates brand deals and integrates an ad server directly into the Frostbite game engine. Alexander Deo, the VP of advertising and sponsorship, leads this effort to streamline monetization across new releases.
Deo argues that developers should design games with advertising and brand experiences in mind from the very beginning. He stated that building these elements into the core design makes the process easier and creates a more native feel for players. This technical integration allows for more flexible ad placement within the game world.
EA has previously experimented with in-game ads in major sports titles such as EA Sports FC, Madden, and College Football. These earlier implementations faced mixed reactions from the audience. Some viewers on platforms like YouTube have criticized the current ad formats, with some bluntly telling the platform that the stream ads suck.
The publisher is now betting that native integration will improve player reception compared to retrofitted ads. This strategy marks a significant change in how EA approaches monetization in its software. The success of this approach will depend on whether players accept the more integrated ad experiences in future games.
Source: DEXERTO
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