EA sees big potential in in-game advertising if handled carefully
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EA has said it sees a "huge opportunity" in in-game advertising but insists any brand tie-ins must feel natural to the game rather than jarring or forced. Speaking to The Game Business, EA advertising executive Alexander Dao said deals need to "make sense for the game", ruling out incongruous placements such as branded trainers appearing in a title like Mass Effect, which he said would "push the limit too far". The comments follow EA's announcement last month of a new platform letting brands advertise directly within its games during gameplay, a move that has raised questions about how intrusive such advertising might become.
Dao pointed to sports titles as the clearest fit, likening in-game ad boards and sponsored kit to the branding fans already see at real-life matches, arguing this feels more authentic than generic placeholders. He also cited a Coach-branded clothing and bags collaboration added to The Sims 4 earlier this year, offered free to players, as a successful example outside sport, saying such deals must be judged "title by title". Dao added that the biggest opportunities lie in building advertising into games from early development, including free-to-play titles such as Skate, and noted EA is following a wider industry trend that has already seen ads used in games like APB and Fortnite, alongside past interest from Microsoft and Sony in ad-supported models.
- EA sees "huge opportunity" in in-game ads but wants them handled carefully
- Exec Alexander Dao says sports games are the clearest fit for brand tie-ins
- Sims 4's free Coach collaboration cited as a successful non-sports example
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In-game advertising is the use of real brands, products or sponsorships inside video games. It can take forms such as adverts on stadium boards in sports games, branded virtual clothing, or promotions linked to game events.
Electronic Arts, usually known as EA, is one of the world’s largest video-game publishers. It makes sports series including EA Sports FC and Madden, as well as games such as The Sims, Mass Effect and Skate.
Publishers see advertising as an extra source of income alongside game sales and optional purchases. The approach can be less noticeable where branding matches a game’s setting, but it can also prompt concerns from players if adverts interrupt play or seem out of place.
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Originally published by Eurogamer as ““It has to make sense for the game” – EA sees a “huge opportunity” for in-game advertising “but it has to be done properly””.