Updated

Updated · Insider Gaming · Jul 16

EA Pushes In-Game Ads Across Console and PC as Frostbite Platform Targets Industry Standards

Updated

Updated · Insider Gaming · Jul 16

EA Pushes In-Game Ads Across Console and PC as Frostbite Platform Targets Industry Standards

3 articles · Updated · Insider Gaming · Jul 16

Alexander Dao, EA’s advertising chief, said developers should build in-game ads into new and existing titles, especially free-to-play console releases such as Skate.
EA argues early integration makes ads feel more native and gives brands more flexibility, as studios hunt for steadier revenue amid layoffs, AI-driven change and the decline of physical media.
Frostbite now underpins EA’s ad system, starting with sports games and allowing marketers to place ads in multiple in-game locations.
EA is also working with the Interactive Advertising Bureau and Integral Ad Science to standardize when ads appear and how viewability is measured across publishers and platforms.

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Insider Gaming1d ago

EA Executive Alexander Dao Urges Developers to Adopt In-Game Advertising

EA Exec Doesn't Want In-Game Ads to Feel Forced: "It Has to Make Sense for The Game" | Beebom

EA Says Ads Should Be Built Into AAA Games From the Start - eTeknix

Will EA's new ad strategy actually lower game prices, or just boost publisher profits?

Can ads truly blend into immersive games without shattering the player's experience?

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8 total

Center100%

Insider Gaming1d ago

EA Executive Alexander Dao Urges Developers to Adopt In-Game Advertising

EA Exec Doesn't Want In-Game Ads to Feel Forced: "It Has to Make Sense for The Game" | Beebom

EA Says Ads Should Be Built Into AAA Games From the Start - eTeknix

Show all 8 sources

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