EA Urges Studios to Build In-Game Ads Into New PC, Console Titles as Costs Rise

3 articles · Updated · The Game Business · Jul 16

Alexander Dao said PC and console studios should plan ad placements during development rather than retrofit them later, arguing early design makes brand integrations feel more native and flexible.
EA is pushing that approach through its new ad platform, tied to the Frostbite engine and initially focused on sports games, where marketers can place in-game ads and convert existing assets into 3D.
The company is also working with the Interactive Advertising Bureau and Integral Ad Science to standardize ad formats, measurement and viewability, aiming to make in-game campaigns easier for brands to buy across publishers.
EA framed the push as a response to rising development costs and flat player spending, while acknowledging ads must fit each title; Dao cited The Sims' free Coach collaboration as a non-sports example and said failed activations would be pulled.