EA Calls In-Game Ads a "Huge Opportunity" and Explains How to Implement Them
EA considers in-game advertising a "huge opportunity," promising to approach its implementation cautiously. The company wants brands to appear as a natural part of the game world.
In June, EA introduced an advertising platform that will allow companies to promote their products directly during gameplay. The idea received a mixed reaction from players.
Alexander Dao, who is responsible for advertising at EA, stated in an interview that random in-game advertising would be "too bold a move."
This is an area with huge potential, but we need to do it right. Advertising should simply fit the game.
EA sees the most opportunities in sports projects. According to Dao, advertising in stadiums and during broadcasts makes matches more realistic, so its transfer to games can enhance the sense of authenticity.
The company tested this approach in The Sims, where Coach brand clothing and accessories appeared. The items were free and received a positive reaction.
EA believes that the best results are possible if brand integration is considered during the game development stage.
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