EA Advertising Chief Pushes Developers to Bake In-Game Ads Into Early Design Stages

Electronic Arts is urging game developers to consider in-game advertising as an integral part of the production process, not an afterthought. Alexander Dao, the company's vice president of advertising and sponsorships, argued that planning ad placements early in development represents a "huge opportunity" for the industry, positioning gaming as the next major ad-driven platform alongside Google and Facebook, according to Kotaku.

"a huge opportunity"

The remarks come after EA announced its new video game advertising platform in June 2024, as Kotaku noted. Dao's comments, reported by multiple outlets, frame gaming as an increasingly attractive medium for advertisers seeking engaged audiences.

"Developing titles with ads in mind could be a huge opportunity for studios worldwide," Dao said, as cited by Tech4Gamers. The push mirrors a broader industry trend as companies look to replicate the ad revenue models that have fueled mobile gaming and social media.

Tech4GamersStudios Should Start Planning For In-Game Ads During Development, Says EA

However, implementing ads in console and PC gaming presents unique challenges. "Console and PC gaming is typically a more focused and less casual experience than mobile gaming, making it more challenging for ads," observed The Current. This distinction suggests that EA's strategy may require careful integration to avoid disrupting player immersion.

Social Samosa cast the initiative in a longer historical arc, noting that "nearly two decades later, the company is looking to shape another aspect of gaming, this time not through gameplay but through advertising." Dao's vision, if realized, could transform how games are funded and experienced, but it remains to be seen whether players and developers will embrace ads as a standard feature of premium titles.