EA Launches Frostbite Ad Platform After 1 Billion Stadium Pulse Impressions
Updated
Updated · Kotaku · Jul 16
EA Launches Frostbite Ad Platform After 1 Billion Stadium Pulse Impressions
3 articles · Updated · Kotaku · Jul 16
Summary
Electronic Arts said its new EA Advertising platform is built directly into the Frostbite engine, letting developers create in-game ads earlier and track how players engage with them.
Frostbite integration is meant to make ads feel more native in new titles—especially free-to-play console games such as Skate—while giving brands privacy-safe targeting and campaign measurement.
Early tests included Mountain Dew in College Football 26 and Visa branding in EA Sports FC; EA said a Lowe's-sponsored Stadium Pulse feature generated more than 1 billion impressions.
EA is pitching the system as a way to monetize the large audiences and engagement in console and HD gaming, extending an ad model already common in mobile, social media and connected TV.