Electronic Arts Inc., one of the big interactive game developers, has announced a new partner program it is calling EA Advertising to integrate advertisements into the company’s games. Though EA is labeling it as “a new platform transforming how brands connect with audiences through digital and real-world experiences across its global portfolio of games,” we could just call it what it is: a way to push ads and make more money.
EA has stated it is trying to make this integration part of gameplay, “through dynamic, real-time placements.” The company stated it will be more inconspicuous or blend in as “stadium signage and custom in-game content.” In an attempt to ease any well warranted outrage, EA is insistent that these ads will be “designed to enhance, not disrupt, the player experience,” and even adding that “brands become part of the game itself, reflecting how players engage with advertising in real-world contexts.”
Source: EA Press Release