Electronic Arts has established a dedicated advertising platform to streamline brand integration within games. According to Alexander Dao, the company's vice president of advertising and sponsorship, this represents a significant business opportunity for the gaming sector, particularly for established titles where advertising has historically been retrofitted after launch.

EA's strategy involves embedding advertising infrastructure during game development rather than introducing it retroactively. Dao argues this approach enables advertisements to feel more organic within the game environment, provides developers with greater creative flexibility regarding brand partnerships, and allows advertisers access to standardised performance metrics and reporting. The new platform seeks to establish industry-wide consistency in measuring advertisement visibility and sharing data with advertising partners.