# EA sees big potential in in-game advertising if handled carefully

- URL: https://talkfuse.com/story/it-has-to-make-sense-for-the-game-ea-sees-a-huge-opportunity-for-in-game-advertising-but-it-has-to-be-done-properly/
- Published: 2026-07-16T19:32:08+00:00
- Updated: 2026-07-17T01:47:47+00:00
- Original publisher: Eurogamer
- Original article: https://www.eurogamer.net/ea-in-game-advertising-opportunity
- Topics: Gaming

## Key points

- 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

## Summary

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.

## Coverage

- [Eurogamer: EA sees big potential in in-game advertising if handled carefully](https://www.eurogamer.net/ea-in-game-advertising-opportunity)
- [GamesRadar+: EA exec says in-game advertising is a "huge opportunity" for devs, especially for games like Skate](https://www.gamesradar.com/games/simulation/ea-exec-says-in-game-advertising-is-a-huge-opportunity-for-devs-especially-for-games-like-skate/)

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.