Electronic Arts (EA), one of the largest gaming publishers in the world, is exploring opportunities to incorporate in-game ads in their budget-friendly triple-A (AAA) games. In a recent earnings call, EA CEO Andrew Wilson commented on the matter while responding to an analyst’s question about dynamic ad placement.
Table of Contents
EA Plans for In-Game Ads
When asked about incorporating ads during gameplay of premium games that are sold at $60-70, Wilson acknowledged the growth potential. “Advertising has an opportunity to be a meaningful driver of growth for us,” he stated. The CEO further added that internal teams are currently evaluating thoughtful ways to include ads within game experiences.
This suggests that EA sees in-game advertising as a method of boosting profits from its most expensive franchises, such as Battlefield, FIFA, and Star Wars. With the gaming market projected to reach nearly $600 billion in 2030, publishers are keen on tapping new revenue streams.
EA is Approaching Ads Delicately
However, Wilson emphasized the need for “very thoughtful implementations.” Gamers have shown resentment towards disruptive ads, especially in paid titles. A 2020 incident wherein UFC 4 displayed a full-screen TV ad drew instant backlash, forcing EA to remove it.
Learning from past missteps, the company seems committed to preserving immersion this time. Subtle placements like trackside billboards in racing games may not irk players as much as pop-ups. Context-sensitive ads anchored in the game world could feel natural rather than intrusive. But only judicious execution will convince sceptics.
The Evolution of In-game Ads
In the 90s and 2000s, as the gaming industry grew, companies began incorporating advertisements more prominently into their titles. Some games, such as “Zool” and “Push-Over,” heavily featured products that sponsored their titles. On the other hand, some games, like “Pepsi Man,” were more overt in their advertising approach.
EA Previous Venture into In-Game Ads
EA has also experimented with in-game ads. One notable example is “Need for Speed: Underground 2” from 2004, which featured in-game ads on billboards throughout its open world. These ads were designed to enhance realism by showcasing real-world brands like Best Buy, Burger King, and Cingular.
Dynamic Ads and Political Campaigns
In 2006, GameSpot confirmed that EA was embracing dynamic ads in its titles, with games like “Need for Speed Carbon” and “Battlefield 2142” being among the first to implement this feature. Additionally, in 2008, the popular game “Burnout Paradise” featured political ads during Barack Obama’s presidential election campaign.
Concluding Thoughts
In-game ads in AAA games have the potential to be a significant driver of growth for game developers like EA. Overall, balancing the need for revenue with maintaining an immersive gaming experience will be crucial for the success of this endeavour. As the gaming industry continues to evolve, it is essential for companies to adapt while keeping the interests of their players at the forefront.
| Also Read Latest From Us
- Phi-4 AI Model: Revolutionizing Complex Reasoning
- Say Goodbye to Microsoft’s VBScript – Microsoft’s Move to Modern Scripting
- iOS 18 to Let iPhone Users Freely Arrange Apps on the Home Screen and Recolor App Icons
- Labor Shortage to Catapult Tech Stocks to 50% of Market, Predicts Fundstrat
- NVIDIA’s 10 for 1 Stock Split – “NVIDIA Stock Split Made it Easier to Invest in AI”