All articles tagged with #in game ads
EA is launching an in-game advertising platform integrated into its Frostbite engine to serve native, measurable ads in console and free-to-play titles. Early tests include Mountain Dew branding in EA Sports College Football and Visa in EA Sports FC, with a focus on privacy-safe targeting and real campaign insights as the program expands across EA’s major franchises.
EA has launched EA Advertising, a platform for native, real-time in-game ads across its games, starting with sports titles. It features interactive ad units and a Partner Program for co-created fan experiences, plus reward-driven objectives and dynamic content that respond to player engagement, all marketed as enhancing rather than disrupting gameplay.
Microsoft/Xbox chief strategy officer Matthew Ball says in-game ads could be used in a restrained, affordable way to balance rising development and hardware costs, potentially directing players to discounts or Game Pass rather than external products; the idea is exploratory with no confirmed plans, and the author notes a personal aversion to ads in fully priced games.