Integrating advertisements into video games presents a significant opportunity for developers and publishers, according to Alexander Dao, EA's vice president of advertising and sponsorship. In a recent interview, Dao stated that for many existing games, advertising integration feels like an afterthought, but designing experiences with brands in mind from the initial development stages can lead to more organic placements and broader brand appeal.
Dao highlighted the recent Skate game as an example where, in his view, a more integrated approach could have improved the brand experience. He suggested that when advertising is considered early in the design process, 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." This approach aims to standardize aspects of in-game advertising, focusing on viewability and consistent reporting for advertisers, thereby justifying the considerable investment in advertising campaigns.
However, Dao emphasized that this standardization must be carefully balanced with the specific context of each game. "It has to make sense for the game," he stated, indicating that a one-size-fits-all model is not viable. He drew a parallel to sports games, where advertising often mirrors real-world experiences, and raised the question of how to understand player progression and desires to effectively incorporate brands into those experiences.
As an example of successful integration, Dao pointed to a collaboration in The Sims with Coach. This partnership involved offering nine free Coach-branded items within the game. Surveys were conducted to gauge player interest in specific brands and identify potential audience overlap. The aim was to determine the most appropriate method for brand integration, and in this instance, it involved democratizing access to Coach's products for The Sims community. Dao suggested that this type of collaboration, particularly for players interested in fashion, could be a welcome addition, offering free virtual goods in exchange for brand exposure.