Electronic Arts (EA), a US publishing firm, has announced the launch of EA Advertising, a platform that will allow brands to market directly to consumers via gameplay, Games Industry
reports. The new tool offers “dynamic, real-time placements,” including stadium signage and in-game content, and it will feature custom integrations for specific games and audiences The
advertisers already include Visa, Lowe's, Red Bull, Mountain Dew, Xfinity and Peacock. “Players come to EA’s games and live experiences every day to play, watch, create and connect,”
David Tinson, EA's chief experiences officer, said. “That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining
authenticity in the worlds our teams are building.”advertisement
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