EA Launches Advertising Platform That Promises Non-Disruptive Brand Integration Into Its Games
Electronic Arts has announced EA Advertising, a new platform “transforming how brands connect with audiences through digital and real-world experiences across its global portfolio of games.” The platform will allow brands and partners to create “bespoke integrations” across EA’s portfolio of games, such as its roster of sports titles.
EA Advertising will enable brands to be integrated directly into gameplay experiences “through dynamic, real-time placements, from stadium signage to custom in-game content, designed to enhance, not disrupt, the player experience,” according to a press release. “In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts.”
EA states that brands can be activated across live environments and that ad placement will be customized to “meet campaign objectives, and update campaigns with ongoing optimization informed by aggregated engagement insights.” Some of the brand integrations EA uses as examples include digital ad boards, scoreboards, and brand broadcast overlays for its sports titles. Advertisers can also collaborate with EA “in a privacy-safe way” to improve ad targeting and take advantage of the EA Sports Partner Program, a premium ecosystem for select partners to develop “in-game integrations, live service activations, creator tools, social play experiences, and community-driven programs.”
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“Players come to EA’s games and live experiences every day to play, watch, create and connect,” said David Tinson, EA’s chief experiences officer in the press release. “That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building. With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.”
Visa, Lowe’s, Red Bull, Xfinity, Peacock, and Mountain Dew have already partnered with EA Advertising after already appearing in titles such as Madden, College Football, and FC.
