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EA Bets Big on Seamless In-Game Ads as Future Revenue Driver - briefly|
| (hx) 08:07 PM CEST - Jul,17 2026 | 
Electronic Arts is doubling down on in-game advertising, with plans to make branded content a much larger part of its upcoming games.
Speaking to investors, EA Entertainment President Laura Miele described in-game ads as a “huge opportunity,” highlighting titles like Skate as prime examples.
Rather than relying on intrusive pop-ups, EA wants to weave brands naturally into gameplay through elements like stadium billboards, clothing, events, and other environmental placements.
The company recently launched EA Advertising, a dedicated new division focused on integrating partner brands into its titles in authentic and non-disruptive ways.
With over 120 million monthly players across its portfolio, EA sees this as a major growth area that respects the player experience while boosting revenue.
The move signals a broader industry shift toward monetization that feels more organic, though it will likely spark debate among gamers who prefer ad-free worlds. |
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last 10 comments: | Csimbi | (10:09 PM CEST - Jul,17 2026 ) | | The time has comes from EA to end, so it's a good bet. |
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