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There’s a new announcement today from EA, but it’s not a fresh Battlefield or Titanfall game. Instead, the publishing giant has announced EA Advertising — a platform designed to place brands directly into its portfolio of popular sports titles, such as Madden NFL and EA Sports FC.
EA said its enormous audience of more than 120 million monthly players was the perfect place for companies to advertise at scale, through “dynamic, real-time placements, from stadium signage to custom in-game content, designed to enhance, not disrupt, the player experience.”
Brands could offer sponsored in-game challenges, EA suggested, with branded cosmetic items as rewards. Alternatively, companies could pay to sponsor on-pitch digital advertising boards, scoreboards, or broadcast overlays — just as sporting events are plastered with commercial sponsors in real life.
Within its games, EA says it can now offer a proprietary ad server and SDK [software development kit] tied to its in-house Frostbite engine, so advertisers can “improve targeting and gain deeper campaign insights.”
“Brands can activate across live environments, tailoring placements to meet campaign objectives, and update campaigns with ongoing optimization informed by aggregated engagement insights,” EA continued.
To be clear, the EA Advertising push seems focused on the
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