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EA sees big potential in in-game advertising if handled carefully
Developed over time first seen 4 months ago
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.
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In short
- 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
How this story developed
- 4 months ago Dao's comments were elaborated on with added detail, confirming the Coach x Sims 4 crossover had proven popular with players and specifying that APB pioneered in-game ads back in 2010, reinforcing his view that early, native integration into free-to-play titles like Skate offers the greatest advertising potential.
- 4 months ago EA has told The Game Business it sees a "huge opportunity" in in-game advertising, with executive Alexander Dao insisting brand tie-ins must fit naturally, pointing to sports titles and a free Coach collaboration in The Sims 4 as good examples while ruling out incongruous placements such as branded trainers in Mass Effect.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Proponents argue that in-game advertising can enhance rather than diminish player experience, particularly in titles simulating real-world environments where branding is authentic and expected. When integrated thoughtfully—as in sports games reflecting genuine sponsorships or cosmetic collaborations like Coach in The Sims—advertising feels organic rather than intrusive. For free-to-play titles, advertising represents a legitimate revenue stream that enables quality games without aggressive pay-to-win mechanics, whilst players retain choice over cosmetic purchases. The approach respects player agency and supports sustainable game development economics.
The case against
Critics contend that normalising commercial intrusion into entertainment sets a troubling precedent that inevitably expands beyond present assurances of restraint. Once advertising embeds during development, commercial interests shape creative decisions; the boundary between natural and exploitative proves subjective and easily shifted over time. Many players purchase games at full price, making advertising an additional extraction of value rather than a fair trade-off for free content. Beyond creative integrity concerns, advertising in games targeting younger audiences raises ethical questions about psychological manipulation, suggesting prioritisation of shareholder interests over player wellbeing.
Explained simply
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””.