Electronic Arts launches a new way to advertise directly into gameplay
Electronic ArtsDigital interactive entertainment company EA Publishing has announced a new way for brands to connect with fans through its portfolio of games. Press release Monday.
EA Advertising expands EA’s ecosystem by enabling brands to integrate directly into the game through dynamic, real-time placements, from stadium signage to exclusive in-game content.
In these interactive gaming environments, brands become part of the game and reflect how players interact with ads in real-world contexts through digital billboards, leaderboards, and brand broadcast overlays.
According to the company, EA will reach more than 120 million players every month in 2026; It plays the equivalent of 23,000 NFL season matches every day in Madden NFL and completes more than 1 billion matches every month on EA SPORTS FC.
EA hopes to create meaningful opportunities for brands to connect with their audiences through authentic, interactive experiences.
“With EA Advertising, we help brands be a part of these moments in ways that are relevant and designed for gamers.” Electronic Arts’ Chief Experience Officer David Tinson said in the statement.
EA Publishing partners directly with brands to create custom integrations for games and audiences with in-game challenges, reward-focused objectives, custom showpieces and branded content.
Advertisers can now collaborate with EA in a privacy-secure manner to improve targeting and gain deeper campaign insights using the new private ad server. EA ensures ads are viewable, served to real audiences, and measured using industry-accredited standards.
A new partner program
EA also launched the EA SPORTS Partner Program. The program gives brands access to one of the world’s most active sports communities through a variety of opportunities, from live events to in-game integrations, live service activations, creative tools, social gaming experiences and community-focused programs.
EA has partnered with brands in the past to deliver in-game experiences: Visa, Lowe’sRed Bull, Xfinity, Peacock and Mountain Dew.
Last year, EA announced it would go private after being acquired by Saudi Arabia’s Public Investment Fund, Silver Lake and Affinity Partners in a cash deal valued at $55 billion.
