Electronic Arts is actively developing new methods to incorporate advertisements into its games, with a particular focus on creating a standardized advertising platform. Alexander Dao, EA's VP of advertising and sponsorship, explained the company's strategy in an interview with The Game Business, outlining a future where in-game ads are planned from the initial stages of game creation.
Dao stated that when advertising elements are considered early in development, it allows for greater flexibility in integrating various brands. This approach contrasts with retrofitting ads into games that have already been released. EA's new advertising platform, recently unveiled, is currently geared towards its sports titles. It leverages the company's Frostbite engine to dynamically place ads, such as on stadium billboards, and enables the conversion of existing advertising assets into 3D objects within the game environment.
While the platform's initial focus is on sports games, EA is exploring its application in non-sports titles as well. Dao cited a past collaboration with the accessories brand Coach for The Sims 4 as an example of this broader potential. The company is also working with the Interactive Advertising Bureau and Integral Ad Science to standardize the appearance and measurement of in-game advertisements. This initiative aims to ensure consistency for brands and marketers across different publishers and platforms, providing reliable reporting on ad visibility and placement.
The discussion around in-game advertising has gained traction in the industry. Xbox Chief Strategy Officer Matthew Ball suggested that ads could potentially lead to more affordable game options, drawing parallels to ad-supported tiers on streaming services like Netflix and Disney Plus. Similarly, former BioWare employee Mark Darrah noted that product placement in video games is currently a small fraction of its presence in movies and television, suggesting a potential for growth.
As game development costs continue to rise, the integration of in-game advertisements is becoming an increasingly explored monetization strategy for publishers. This follows a trend seen in many free-to-play mobile games and occasional, often controversial, implementations in premium titles.