EA Plans to Expand Advertising Across Its Games

Electronic Arts announced a new initiative to add more advertising to its games, expanding on its already commercial-packed sports division. Calling the effort EA Advertising, the company describes its games as "spaces" where "brands come to play alongside" players.

"Players come to EA’s games and live experiences every day to play, watch, create and connect," says the company’s (deep sigh) chief experiences offer, David Tinson. A press release issued June 15 says EA Advertising will enable brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content, designed to enhance, not disrupt, the player experience.

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