Electronic Arts launches EA Advertising division to integrate dynamic brand campaigns and custom rewards within live service sports titles post launch
Electronic Arts has just announced a new, in game advertising division that will help companies integrate commercial brand campaigns within game titles post launch called EA Advertising. Using the platform, advertisers will gain access to a wide array of brand specific tools designed solely for the Frostbite engine that allow companies to design fully integrated custom in game challenges with their own themed prizes and unique in game items, as well as fully custom scoreboard displays. These elements will appear while within a live game environment.
VGC reports this new strategy will initially focus heavily on the EA Sports portfolio and live service, continuously updated multiplayer games, and will run concurrently with the new EA Sports Partner Program. Advertisers on the platform will have access to specific telemetry and audience engagement numbers allowing them to modify advertising materials based on player interaction in real time.
Publisher says dynamic in game placement will not disrupt the core loop or the user experience. To back this, Electronic Arts has pointed to a number of past successful integrations with brands like Red Bull, Mountain Dew, and Visa stating they dont appear out of place within sports and competitive settings and do not receive negative comments.
Executive Officer David Tinson discusses the strategy behind the platform and daily usage by modern gamers
Users sign in to EA titles on a daily basis to play, watch, create, and connect. This creates a great opportunity for brands to showcase their messages, and enhance the player experience without ever detracting from the authenticity of the universes that weve spent years creating. We want to empower brands to find these moments and integrate their advertising within them without feeling out of place to gamers.
While no definitive list of games has been shared by EA, this infrastructure is planned to rollout across all major online titles. This should include future titles in active sports franchises like EA Sports FC 26. The game company is following the trend of the industry which favors a constantly monetized approach.
