EA launches EA Advertising to put targeted ads directly into games

EA has formed EA Advertising, a new platform designed to help real-world brands place ads "directly into gameplay and live experiences." The company says the program will be folded into its global portfolio of games, with an emphasis on EA Sports titles. The platform offers dynamic, targeted ad placement via a proprietary ad server and impression measurement.

EA says it reaches "more than 120 million players" each month across its games and services, and will measure viewability using industry-accredited standards in partnership with Integral Ad Science. Examples on EA's site show how placements might appear: player jerseys or stadium banners in EA Sports FC 26 featuring partners like Visa, Lowe's integrated into the EA Sports broadcast layer, Vans in Skate, Coach in The Sims, and State Farm in EA Sports FC.

EA also highlights Mountain Dew’s "DEW University," a playable team experience in EA SPORTS College Football 26 with a custom stadium, mascot, and reward ecosystem.

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