Electronic Arts (EA) is exploring in-game advertising as a significant new revenue stream, signaling a shift in how the company monetizes its titles. While EA has long run ads between games, executives now see integrated advertising within gameplay as a key growth opportunity—provided it doesn’t harm the player experience.
Alexander Dao, an EA advertising executive, emphasized that any ads appearing in EA games must feel natural and authentic. “You’re playing the game, and it feels like you’re at a live match. It makes the experience so much more authentic than if random brands were showing up, or just the EA Sports logo was showing up,” Dao explained. He added that the approach must be nuanced, title by title, to align with what players want.
EA already incorporates real-world brands into its sports games through stadium signage and sponsorships. Now the company is evaluating whether similar strategies can be applied across more franchises without making players feel bombarded by advertisements. The company is clear that if advertising degrades gameplay, it will not pursue that path.
The gaming industry has evolved, with players spending months or even years in live-service games. Publishers now rely on battle passes, downloadable content, subscriptions, and in-game purchases—not just game sales. Advertising could become another pillar of EA’s revenue model, but the company insists it will prioritize player experience over short-term gains.