A new press release from EA has brought some interesting news to the table, with the studio announcing EA Advertising, a program that seeks to integrate ads into our favorite gaming experiences.
The effort aims to bring “dynamic, real-time” ad placements to popular titles that see a lot of player footfalls over the course of their shelf life, with the studio looking to build strategic partnerships, bringing in Ad Units to its sports simulations, use enhanced targeting and measurement features to help evaluate ad performance, and the EA SPORTS Partner Program that could help the brands it aims to support better intergrate themselves into the games we’re playing.
Like its new approach to game launches, this one’s an ambitious feature that looks quite good on paper, although we’re going to have to wait and see how kindly fans of the studio’s work respond to this new addition. EA has already brought a few big names on board, the likes of which include VISA, Lowe’s, Red Bull, Peacock, Xfinity, and Mountain Dew. How much that list expands as the program begins to deploy across games remains to be see, but we’re guessing it could find quite a few takers in a new approach to advertising.
It all seems pretty logical in games like College Football or the UFC franchise, although we’re quite sceptical about making it work in games like the next Battlefield and it’s “truly connected ecosystem”.
