EA vice president of advertising says game ads are a ‘huge opportunity’, but it ‘has to make sense for the game’
Electronic Arts announced the development of a new advertising platform aimed at integrating advertisements into its games. Alexander Dao, EA’s vice president of advertising and sponsorship, discussed the company’s strategy in an interview with The Game Business, presenting a measured perspective on in-game advertising.
Dao characterized in-game advertising as “a huge opportunity” for EA and the gaming industry broadly, suggesting it represents significant potential for monetization. However, he emphasized that the implementation of advertising must be carefully considered on a game-by-game basis, stating that it “has to make sense for the game” and requires nuanced decision-making for each title.
This measured approach suggests EA is attempting to balance commercial interests with player experience concerns. Rather than a blanket advertising strategy across all games, the company appears to be taking a selective approach, ensuring that advertisements align with each game’s design, audience, and context. The statement implies that not all EA games will necessarily feature the new advertising platform, only those where it is deemed appropriate.
The announcement of a dedicated advertising platform follows broader industry trends of exploring new monetization methods. EA’s emphasis on contextual relevance suggests the company is aware of potential player resistance to obtrusive ads in games.