The news: Entertainment and video game publisher Electronic Arts (EA) introduced EA Advertising on Monday, an ad server opening inventory in its video games. The move will allow brands to place advertisements directly within gameplay environments.

• Brands will gain access to real-time, in-game placements in popular titles like Madden NFL. Ads will come in formats like stadium signage, digital billboards, custom branded content, interactive challenges, rewarded objectives, and native ads within certain EA Sports games.
• EA introduced its new proprietary ad server and software development kit (SDK) in its announcement, tools that are custom made for EA’s Frostbite game engine and designed to improve targeting to reach EA’s audience of over 120 million gamers. The company also highlighted a partnership with Integral Ad Science for targeting and measurement.
• EA also introduced EA Sports Partner Program, which gives brands access to attentive sports communities through opportunities including tentpole events with EA Sports Presents Madden Bowl and tentpole moments like Ratings Reveals.

The potential: EA’s move underscores gaming’s evolution into a mainstream advertising channel, as brands seek access to highly engaged audiences in environments that command more attention than traditional digital media.

Most gaming ad revenues come from mobile titles, while non-mobile game advertising accounts for only a fraction of overall gaming revenues, per our forecast. EA Advertising could help extend gaming ad opportunities into console and PC gaming environments where advertising tends to be less prevalent.

• Gaming is noteworthy for its ability to boost engagement; the format captures 2.5 times more attention than ad channels like web and social advertising, per The Drum and Gameloft. In-game ads also provide double the purchase intent of other ads.
• Audiences show strong receptivity to well–executed ads; only 20.3% of US gamers say they generally dislike ads in games, per Attest. Meanwhile, nearly one-quarter (24.5%) of gamers respond positively to ads that blend within the game’s environment.

• Nearly 90% of US gamers are at least somewhat interested in purchasing products while gaming; 44% are very interested, per 2024 Dentsu data.

Implications for marketers: EA Advertising could give brands a new way to tap into gaming audiences through immersive ad formats that feel less disruptive than traditional digital advertising.

Clear targeting and measurement standards add legitimacy to EA’s promise. Marketers seeking opportunities to reach engaged gaming audiences may benefit from testing EA’s offering before the channel becomes more saturated.

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