Electronic Arts is almost always on the right track… However, the American publisher risks alienating a significant portion of its player base following the creation of a new division called EA Advertising.
The goal of this initiative is to facilitate collaboration between brands and the publisher to integrate dynamic ads into video games. This will range from billboards in the virtual stadiums of EA Sports’ sports sims to sponsored content. The company says it aims to “enrich the player experience” and does not intend to disrupt their gameplay sessions.
For example, partner brands will be able to offer cosmetic items, personalized challenges, or one-off events tailored to their brand image. Sponsored replays and in-game overlays are also mentioned. Finally, Electronic Arts will use its division to sponsor events outside the gaming industry.
