{"id":370363,"date":"2026-06-17T11:40:00","date_gmt":"2026-06-17T18:40:00","guid":{"rendered":"https:\/\/cms-articles.softonic.io\/en\/?p=370363"},"modified":"2026-06-18T03:44:24","modified_gmt":"2026-06-18T10:44:24","slug":"electronic-arts-tests-ea-advertising-ads-built-into-gameplay","status":"publish","type":"post","link":"https:\/\/cms-articles.softonic.io\/en\/electronic-arts-tests-ea-advertising-ads-built-into-gameplay\/","title":{"rendered":"Electronic Arts tests EA Advertising: ads built into gameplay"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">EA is testing a new way to make money from its games. It&#8217;s called EA Advertising, and it would place ads directly inside gameplay. The name tells you what it is. The catch is where those ads would appear: built into the game itself, in a way that could feel pretty intrusive.<\/p>\n\n\n<div class=\"sc-card-program\">\r\n  <div class=\"sc-card-program__body\">\r\n    <div class=\"sc-card-program__row clearfix\">\r\n      <div class=\"sc-card-program__col-logo\">\r\n        <img decoding=\"async\" class=\"sc-card-program__img\" alt=\"Origin\" src=\"https:\/\/images.sftcdn.net\/images\/t_app-icon-s\/p\/09f59a84-96d1-11e6-96ed-00163ec9f5fa\/2579351450\/ea-origin-Download-Origin.jpg\" width=\"100px\" height=\"100px\">\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-title\">\r\n        <span class=\"sc-card-program__title\">Origin<\/span>\r\n        <a class=\"sc-card-program__button sc-card-program-internal\" href=\"https:\/\/ea-origin.en.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\">Download<\/a>\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-rating\">\r\n        <svg class=\"rating-score__content\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" x=\"0\" y=\"0\" viewbox=\"0 0 50 50\" enable-background=\"new 0 0 50 50\" xml:space=\"preserve\"><path class=\"rating-score__background rating-score--good\" fill=\"none\" stroke-width=\"6\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><path class=\"rating-score__value rating-score__value--0\" fill=\"none\" stroke-width=\"6\" stroke-dashoffset=\"0\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><text class=\"rating-score__number\" content=\"\" text-anchor=\"middle\" transform=\"matrix(1 0 0 1 25 31.0837)\" data-auto=\"app-user-score\"><\/text><\/svg>\r\n      <\/div>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <span class=\"sc-card-program__description\"><\/span>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <img decoding=\"async\" class=\"sc-card-program__bigpic\" src=\"\" onerror=\"this.style.display='none'\">\r\n    <\/div>\r\n    <a class=\"sc-card-program__link track-link sc-card-program-internal\" href=\"https:\/\/ea-origin.en.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\"><\/a>\r\n  <\/div>\r\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Ads, but better integrated<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">EA says the ads would be \u201cdynamic and real-time,\u201d so it could swap them in and out on stadium boards, signs, and billboards. It could also bring in branded in-game content, including specific products from companies that want to promote themselves. <a href=\"https:\/\/www.softonic.com\/articulos\/ea-renueva-las-marcas-de-ultima-sin-senales-de-regreso?ex=RAMP-4479.1&amp;rex=true\" title=\"According to EA, the idea is to \u201cenhance, rather than interrupt, the player experience.\u201d\">According to EA, the idea is to \u201cenhance, rather than interrupt, the player experience.\u201d<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How would that actually work? EA says that by matching ads to particular games and audiences, it can turn them into in-game challenges or objectives, with promotional rewards attached. The idea, then, is to make the advertising feel like part of the game, not something clumsily dropped in that breaks the flow of play.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-x wp-block-embed-x\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">EA is launching a new Advertising team that will bring ads directly into its games \ud83d\udc40<br><br>The initiative will start with EA Sports titles and is designed to:<br><br>\u201cIntegrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content,\u2026 <a href=\"https:\/\/t.co\/lIobFu4RSK\">pic.twitter.com\/lIobFu4RSK<\/a><\/p>&mdash; Gaming.Bo3.gg (@Gaming_bo3gg) <a href=\"https:\/\/x.com\/Gaming_bo3gg\/status\/2066811709654806710?ref_src=twsrc%5Etfw\">June 16, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">With brands like Visa, Lowe\u2019s, Red Bull, Mountain Dew, Xfinity, and Peacock already signed on, this looks like something that could arrive sooner rather than later. Still, this wouldn&#8217;t be <a href=\"https:\/\/en.softonic.com\/articles\/ea-boasts-a-9-increase-in-earnings-thanks-to-battlefield-after-making-massive-layoffs\">EA&#8217;s first attempt at doing this<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">EA previously put ads from Barack Obama\u2019s 2008 presidential campaign into 18 of its games, and it also ran ads for The Boys in <a href=\"https:\/\/ufc-4.en.softonic.com\/\" rel=\"noopener\">UFC 4<\/a>. The problem is that both examples were widely seen as extremely intrusive, and players pushed back hard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So the real question now is <a href=\"https:\/\/en.softonic.com\/articles\/ea-is-in-trouble-its-own-employees-openly-disdain-the-companys-new-ai-focused-approach\">whether <\/a><a href=\"https:\/\/en.softonic.com\/articles\/ea-sports-fc-26-is-disappointing-fans-who-have-already-renamed-it-as-fidget-spinner-simulator\">EA Advertising will turn out any differently<\/a>, or whether it&#8217;s headed for another public backlash.<\/p>\n\n\n<div class=\"sc-card-program\">\r\n  <div class=\"sc-card-program__body\">\r\n    <div class=\"sc-card-program__row clearfix\">\r\n      <div class=\"sc-card-program__col-logo\">\r\n        <img decoding=\"async\" class=\"sc-card-program__img\" alt=\"Steam\" src=\"https:\/\/images.sftcdn.net\/images\/t_app-icon-s\/p\/3047d89c-96d0-11e6-8546-00163ed833e7\/2505233623\/steam-download.jpg\" width=\"100px\" height=\"100px\">\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-title\">\r\n        <span class=\"sc-card-program__title\">Steam<\/span>\r\n        <a class=\"sc-card-program__button sc-card-program-internal\" href=\"https:\/\/steam.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\">DESCARGAR<\/a>\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-rating\">\r\n        <svg class=\"rating-score__content\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" x=\"0\" y=\"0\" viewbox=\"0 0 50 50\" enable-background=\"new 0 0 50 50\" xml:space=\"preserve\"><path class=\"rating-score__background rating-score--good\" fill=\"none\" stroke-width=\"6\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><path class=\"rating-score__value rating-score__value--0\" fill=\"none\" stroke-width=\"6\" stroke-dashoffset=\"0\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><text class=\"rating-score__number\" content=\"\" text-anchor=\"middle\" transform=\"matrix(1 0 0 1 25 31.0837)\" data-auto=\"app-user-score\"><\/text><\/svg>\r\n      <\/div>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <span class=\"sc-card-program__description\"><\/span>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <img decoding=\"async\" class=\"sc-card-program__bigpic\" src=\"\" onerror=\"this.style.display='none'\">\r\n    <\/div>\r\n    <a class=\"sc-card-program__link track-link sc-card-program-internal\" href=\"https:\/\/steam.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\"><\/a>\r\n  <\/div>\r\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>EA is testing a new way to make money from its games. It&#8217;s called EA Advertising, and it would place ads directly inside gameplay. The name tells you what it is. The catch is where those ads would appear: built into the game itself, in a way that could feel pretty intrusive. Ads, but better &hellip; <a href=\"https:\/\/cms-articles.softonic.io\/en\/electronic-arts-tests-ea-advertising-ads-built-into-gameplay\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Electronic Arts tests EA Advertising: ads built into gameplay&#8221;<\/span><\/a><\/p>\n","protected":false},"author":9268,"featured_media":370362,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","wpcf-pageviews":0},"categories":[1015],"tags":[],"usertag":[],"vertical":[],"content-category":[],"class_list":["post-370363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/370363","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/users\/9268"}],"replies":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/comments?post=370363"}],"version-history":[{"count":3,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/370363\/revisions"}],"predecessor-version":[{"id":370370,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/370363\/revisions\/370370"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media\/370362"}],"wp:attachment":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media?parent=370363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/categories?post=370363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/tags?post=370363"},{"taxonomy":"usertag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/usertag?post=370363"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/vertical?post=370363"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/content-category?post=370363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}