At Electronic Arts, advertising in games is once again a topic from which the publisher expects growth.
Advertisers are always looking for new ways to present their products to customers. This has long since arrived at streaming services. Netflix and Co. offer tariffs with advertising to increase growth.
In the video game sector, Electronic Arts is apparently again focusing more on being able to show customers dynamic advertising in AAA games. Dynamic ad insertion is a method of showing players advertising based on their habits and interests.
CEO Andrew Wilson discussed dynamic advertising on the recent conference call, saying: “Advertising has the opportunity to be a significant growth driver for us. We have internal teams within the company who are currently working on how we can implement our gaming experiences in a very thoughtful way.”
It remains to be seen which games from the publisher this will apply to and how the advertising will be presented. However, it cannot be ruled out that in addition to built-in product placements, there could be more intrusive and full-screen ads in the future, as has already been tried out here and there.
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