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EA Launches Ad Division for In-Game Marketing
15 Jun
Summary
- EA established a new division for in-game ads and brand partnerships.
- The division offers challenges, rewards, and branded content for advertisers.
- Major brands like Visa and Red Bull have already partnered with EA.
Electronic Arts has established a new division, EA Advertising, specifically to manage in-game advertisements and brand partnerships. This strategic move aims to integrate brands more deeply and sophisticatedly across EA's extensive portfolio of video games. The platform offers brands innovative ways to connect with audiences.
EA Advertising will facilitate brand integration through in-game challenges, reward-driven objectives, and curated vanity items. Additionally, advertising opportunities include digital ad boards, scoreboards, and broadcast overlays, particularly within sports franchises like EA Sports FC and Madden NFL. The EA Sports Partner Program offers even deeper involvement in campaigns.
Several prominent brands, including Visa, Lowe's, Red Bull, Xfinity, Peacock, and Mountain Dew, have already partnered with EA Advertising. These early collaborations feature branded content such as in-game kits and objectives. This initiative comes as EA reported over $7.5 billion in net revenue for its latest fiscal year ending in 2026.
