EA CREATES DIVISION DEDICATED TO IN-GAME ADS

EA's new advertising division will work to integrate more commercials and branded content into its games. This represents a significant shift in how the publisher plans to generate revenue alongside traditional sales and battle passes. The division's creation comes as gaming companies seek additional revenue streams. In-game advertising has become increasingly common, with brands paying for placement in popular titles. EA's existing franchises like FIFA/FC 24, The Sims, and Apex Legends could see expanded ad integration. The publisher will likely focus on non-intrusive placements that maintain gameplay while generating ad impressions. This strategy mirrors moves by other major studios exploring advertising as a revenue source. However, player reception to increased ads remains mixed, with some communities expressing concern about ad saturation in premium games.