EA Rolls Out New In-Game Advertising Platform and Urges Developers to Build Ads Into Games from the Start

Electronic Arts announced a new platform, EA Advertising, on June 15, 2024. The system is built on EA’s Frostbite engine and lets advertisers place branded assets—such as stadium billboards or 3-D product models—directly inside PC and console titles. The initial rollout targets EA’s sports franchises, including EA Sports FC, College Football 2026, Madden NFL and Skate.

'That's a Huge Opportunity' EA Exec Talks In-Game AdvertisementsEA Is Working To "Standardize" In-Game AdvertisementsEA Wants In-Game Ads Built Into Games From the Start"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"EA: Console game makers should consider in-game ads during development

In-game ads have long appeared in mobile games, generating roughly $55 billion in 2025 (excluding China). By contrast, PC and console titles have contributed only a fraction of that revenue. EA’s vice-president of advertising and sponsorship, Alexander Dao, argues that integrating ads during development can close this gap. He notes that retrofitting ads into older games is “really retrofitting it in,” whereas new releases can embed brand experiences from day one.

EA Wants In-Game Ads Built Into Games From the Start

• Alexander Dao – Vice President of Advertising and Sponsorship, Electronic Arts.

'That's a Huge Opportunity' EA Exec Talks In-Game Advertisements

• Interactive Advertising Bureau (IAB) and Integral Ad Science – Industry groups collaborating with EA to create standardized measurement and viewability guidelines.

EA: Console game makers should consider in-game ads during development

• Mobile in-game advertising revenue: ? $55 billion (2025, non-China).

EA: Console game makers should consider in-game ads during development

• EA’s 2025 fiscal year revenue: $8 billion, driven by EA Sports FC, Battlefield 6 and Apex Legends.

EA Wants In-Game Ads Built Into Games From the Start

• EA’s platform enables conversion of existing 2-D ad assets into 3-D game objects, expanding the inventory of possible placements.

EA Wants In-Game Ads Built Into Games From the Start

EA frames the platform as a “huge opportunity” for developers and advertisers alike, especially as development costs rise and publishers seek recurring-income models. By standardizing ad viewability and reporting, EA hopes to make in-game ads a predictable revenue stream comparable to ad-supported tiers in streaming services.

EA Wants In-Game Ads Built Into Games From the Start

Dao emphasized that ads must feel “native” and align with player expectations. He explained that sports titles naturally lend themselves to virtual billboards because they mirror real-world stadium experiences. For non-sports games, EA conducted community surveys before the Coach collaboration in The Sims 4, delivering free branded items that “democratized access” to the brand’s products. Dao also said EA will remove placements that “aren’t working” or that “don’t land the way we thought they would.”

"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"

Take-Two Interactive CEO Strauss Zelnick expressed skepticism about extensive in-game advertising in premium titles, stating that “it would seem unfair” to insert interstitial ads into games priced at $70 or $80. He acknowledged that stadium-style ads fit sports games but questioned their revenue potential beyond that niche.

EA: Console game makers should consider in-game ads during development

While EA projects a “huge opportunity” across PC and console markets, industry observers note mixed historical outcomes: Capcom’s 2018 Street Fighter V ads were pulled after negative player reaction, and some analysts argue that ad revenue in premium games remains modest compared with mobile. No concrete revenue forecasts for EA’s new platform have been disclosed, leaving the actual financial impact uncertain.

EA Wants In-Game Ads Built Into Games From the Start

• “There's a big opportunity in that space but it has to be done properly. It has to make sense for the game.” — Alexander Dao, VP of Advertising and Sponsorship, Electronic Arts

"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"

• “When you're used to going to a real-life match or game, you're used to seeing brands across the ad boards in the broadcast placements, so what we're doing is really replicating those experiences,” — Alexander Dao

"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"

• “As you think about new games that are coming out... if you actually design them with the right advertising and brand experience in there from the get-go, it just makes it easier. It makes it feel more native and it creates more flexibility in the types of brands that can come in and out.” — Alexander Dao

EA Wants In-Game Ads Built Into Games From the Start

• “If something isn't working and isn't landing the way that we thought it would, quite frankly, we just pull it.” — Alexander Dao

EA Wants In-Game Ads Built Into Games From the Start

• “It’s difficult for me to believe that we would want to have interstitial advertising in a game that someone paid $70 or $80 for. It would seem unfair.” — Strauss Zelnick, CEO, Take-Two Interactive

EA: Console game makers should consider in-game ads during development

EA plans to expand the platform beyond its sports lineup, targeting upcoming free-to-play console experiences such as Skate. The company also intends to continue collaborating with the IAB and Integral Ad Science to refine industry-wide standards for ad placement, measurement and viewability.

EA: Console game makers should consider in-game ads during development