Electronic Arts believes in-game advertising could become a larger part of game development as publishers search for new ways to monetize modern titles. Speaking about the future of advertising in gaming, an EA executive argued that developers should begin planning ad placements during the earliest stages of development rather than adding them after launch.
According to The Game Business, the comments came from Alexander Dao, Vice President of Advertising and Sponsorship at Electronic Arts, who outlined the company’s long-term vision for native in-game advertising.
EA sees native in-game advertising as a growth opportunity
Discussing future console and PC games, Dao explained that advertising works best when it is considered from the beginning of development. He pointed to free-to-play experiences, including EA’s upcoming Skate, as examples where advertisements could feel like a natural part of the game world.
“If you actually design them with the right advertising and brand experience in there from the get-go, it just makes it easier. It makes it feel more native,”
Dao said. He added that this approach also creates
“more flexibility in the types of brands that can come in and out,”
concluding that
“I do see a big opportunity there.”
EA has already begun rolling out its advertising platform through its sports portfolio. Built on the Frostbite engine, the system allows brands to place advertisements in virtual stadiums and other in-game environments without disrupting gameplay.
Industry standards remain a key focus
Beyond introducing advertisements, EA is also working to standardize how in-game ads are measured. Dao revealed that the company is collaborating with the Interactive Advertising Bureau (IAB) and Integral Ad Science (IAS) to establish consistent reporting and visibility standards across the industry.
Explaining the initiative, Dao said,
“How do we make sure that’s consistent… they’re seeing consistency, and they know that it’s showing up the way that it should be showing up.”
He believes these efforts will help create common measurement standards that other publishers can adopt in the future.
While in-game advertising has long been common in mobile games, its expansion into traditional PC and console titles remains a divisive topic among players. Whether other major publishers follow EA’s approach could shape the next phase of monetization across the gaming industry.
