A new press release from Electronic Arts has revealed EA Advertising, a program that seeks to integrate ads into our favorite gaming experiences.
The effort aims to bring “dynamic, real-time” ad placements to popular titles that see player footfall over their shelf life. The studio looks to build strategic partnerships, bringing Ad Units to its sports simulations while using enhanced targeting and measurement features to evaluate ad performance alongside the EA Sports Partner Program, which could help the brands it aims to better integrate themselves into the games we’re playing.
Like its new approach to game launches, this one’s an ambitious feature that looks quite good on paper, although we’re going to have to wait and see how kindly fans of the publisher’s work respond to this new addition. EA has already brought a few big names on board, including VISA, Lowe’s, Red Bull, Peacock, Xfinity, and Mountain Dew. How much that list expands as the program begins across games remains to be seen, but we’re guessing it could find quite a few takers in a new advertising approach.
It all seems pretty logical in games like College Football or the UFC franchise, although we’re quite skeptical about making it work in games like Battlefield or even the next Mass Effect.
