EA Unveils In-Game Ads Platform to Embed Brands in Gameplay
TL;DR
EA announces EA Advertising, a new platform for dynamic, real-time in-game ads via its Frostbite engine, offering custom game-specific integrations and audience targeting; brands like Visa, Lowe's, Red Bull, Mountain Dew, Xfinity and Peacock are already aboard, as EA says the ads will be integrated to enhance rather than disrupt gameplay, though in-game advertising remains a controversial topic and EA is currently subject to a $55 billion leveraged buyout led by Saudi Arabia’s PIF.
Topics:technologybusiness#ad-tech#brand-partnerships#business#electronic-arts#frostbite-engine#in-game-advertising
- EA rolls out Advertising platform to let companies market "directly into gameplay" GamesIndustry.biz
- Electronic Arts Makes Push for Ad Dollars Tied to Sports Variety
- EA Advertising Announced, Offering 'Dynamic, Real-Time Placements' in Madden NFL, EA Sports FC IGN
- EA Announces New Plan To Launch Ads "Directly Into Gameplay" After Working On In-Game Ads For Decades Already GameSpot
- EA Launches Its First Ad Platform, Letting Brands Buy Games Like TV—Minus the Distracted Viewers ADWEEK
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