Electronic Arts Launches EA Advertising: A New In-Game Ad Platform
Electronic Arts has unveiled EA Advertising, a new platform enabling brands to run advertisements and live experiences across its game portfolio, including major titles like EA Sports FC and Madden NFL.
Key Details
- Initial brand partners include Visa, Red Bull, Lowe's, Mountain Dew, Xfinity, and Peacock.
- Ads will integrate directly into gameplay through dynamic placements such as stadium signage and custom in-game content, designed to enhance rather than disrupt the player experience.
- Brands can activate across live environments and update campaigns based on aggregated engagement insights.
New Capabilities
EA Advertising introduced several new ways for brands to reach audiences and measure performance:
- Brand Partnerships and Gameplay Integrations: Custom integrations like in-game challenges and branded content.
- Ad Units in 3D Sports Simulations: Native ad units such as digital ad boards and overlays, with impression measurement aligned to IAB standards.
- Enhanced Targeting and Measurement: Targeting powered by EA's proprietary ad server and SDK, with viewability and audience delivery verified by Integral Ad Science.
- EA SPORTS Partner Program: A premium program offering co-created fan experiences, including live events and in-game integrations.
Brand Results
- Lowe's integrations in EA Sports FC, Madden NFL, and College Football drove over 987,000 games played and over 200,000 challenges completed.
- Red Bull's campaign in EA Sports FC resulted in over 128 million matches played and 1.2 million objectives completed.
"Players come to EA’s games and live experiences every day to play, watch, create and connect. That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building."
— David Tinson, EA's Chief Experiences Officer
In separate news, Player Media hired Lance Traore to lead its Australian expansion.