Updated 13.55 | Published 13.50
It has created a storm of criticism in the past.
But now EA is taking new measures to introduce advertising into its games.
Advertising has seeped into streaming services such as Netflix and Disney plus and experts expect that Xbox launches cheaper subscriptions funded by advertising.
Now Electronic Arts also wants to attract advertising buyers who want to be seen in their profiled sports games, writes among others Variety.
Via EA Advertising, they offer both advertising space in digital billboards in the games as well as fully sponsored game events.
The company also believes that while TV viewers miss the commercials when watching on their mobile phones, it is more difficult to duck the exposure in games.
Some companies have already been exposed in games like EA Sports FC and EA Sports College Football.
Advertising and product placements in games have already been a loaded issue as many believe that they are right to avoid advertising in games they paid for.
In 2020 EA added advertising for the Amazon series “The Boys” in the game UFC 4 which was already full price. The ads were shown during replays between match sequences and were also introduced after launch, upsetting many players as the reviews had already been published. The criticism was so strong that EA was forced to apologize and remove the ads.
Now, however, EA seems to be looking for less provocative integration solutions, which they previously tested in Need for Speed: Underground 2, Burnout Paradise and previous UFC games. Then discussions have arisen but not the same intense criticism.
Last year, EA was bought by Saudi Arabia’s state investment fund (PIF) for SEK 500 billiona deal that is expected to be completed and ready next summer.
