Electronic Arts launches EA Advertising, a new way for brands to advertise 'directly into gameplay'

Electronic Arts announced EA Advertising, a new way for brands to connect with fans through its portfolio of games, from stadium signs to custom content, the company said in a press release Monday.

EA Advertising is expanding EA's ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content, designed to enhance, not disrupt, the player experience. In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts.

EA Advertising will allow brands to integrate themselves into directly into gameplay through real-time placements, from stadium signage to in-game content.

Advertisers can now reach fans through native ad units in sports simulations, use advanced targeting to gain campaign insights, and join its sports partner program.

"With EA Advertising, we're helping brands become part of those moments in ways that are relevant and built for players." David Tinson, Chief Experience Officer at Electronic Arts, said in the release.

EA has partnered with brands in the past to deliver in-game experiences, including Visa, Lowe's, Red Bull, Xfinity, Peacock, and Mountain Dew.