The CEO of Electronic Arts, Andrew Wilson, states that the company would be studying the possibility of implementing dynamic ads in its triple A games.
Wilson’s words refer to what is known in the industry as DAI, which stands for Dynamic Ad Insertion. This technology allows for personalized and real-time placement of ads within a medium, such as a video game in this case. This practice is seen by many as a natural evolution of marketing in the sector.
This is what Wilson said about it during one of the recent meetings with shareholders: “Advertising has the opportunity to be an important growth engine for us. Currently, we have internal teams investigating how to make very thoughtful implementations within our gaming experiences.”
The truth is that the idea of integrating advertising into video games has always carried a lot of controversy with it. Normally, the ads that players experience are limited to billboards and product placements, such as the case of Death Stranding with Monster or Mario Kart 8 with Mercedes Benz. Will we achieve a balance in the future between commercial benefits and player satisfaction?
Source: Insider Gaming
