Electronic Arts Inc. today announced the launch of EA Advertising, a new platform designed to transform how brands connect with audiences through digital and real-world experiences across its portfolio of games.
EA Advertising is expanding EA’s ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-
game content, designed to enhance, not disrupt, the player experience.
In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts. Brands can activate across live
environments, tailoring placements to meet campaign objectives, and update campaigns
with ongoing optimization informed by aggregated engagement insights.
“Players come to EA’s games and live experiences every day to play, watch, create and connect,” said David Tinson, chief experiences officer at Electronic Arts, in a press release. “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. With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.”
As part of the launch, EA Advertising is introducing new ways for brands to reach audiences and measure performance across its ecosystem. According to a press release, this is what the service will offer:
● Brand Partnerships and Gameplay Integrations: EA Advertising partners directly with brands and agencies to create custom integrations designed for specific games and audiences. These collaborations bring brands into the experience through interactive moments, like in-game challenges, reward-driven objectives, and branded content. Brands can also opt into customizations like curated vanity items. Each integration is designed to reflect how fans engage with sports, games and culture, helping drive deeper engagement and brand connection.
● Ad Units in 3D Sports Simulations: Advertisers can now reach fans through native ad units in select EA Sports games, including digital ad boards, scoreboards, and brand broadcast overlays. Ads are dynamically served within the 3D environment, with impression measurement aligned to IAB standards for greater targeting and consistency.
● Enhanced Targeting and Measurement Capabilities: Brands can connect with relevant audiences across EA’s franchises using advanced targeting powered by EA’s new proprietary ad server and SDK, custom built for EA’s Frostbite game engine. Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights. EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards in partnership with Integral Ad Science.
● EA Sports Partner Program: As part of EA Advertising, the EA Sports Partner Program introduces a new model for how brands participate in sports culture—moving beyond traditional sponsorship into co-created fan experiences built in, around, and beyond the game. Designed as a premium ecosystem for a select group of official partners, the program gives brands access to one of the world’s most engaged sports communities through opportunities ranging from live events like EA SportsPresents Madden Bowl and franchise tentpole moments such as Ratings Reveals, to in-game integrations, live service activations, creator tools, social play experiences, and community-driven programs. The program also extends into broader cultural and athlete-driven initiatives, including GEN / EA Sports, the company’s next-generation athlete platform focused on shaping the future storytelling and participation across sports fandom.
EA Advertising works directly with brands and partners to create bespoke integrations across its portfolio, spanning in-game, community, and real-world experiences. This approach “enables tailored executions built for each title and audience, with expanded buying capabilities planned as the platform continues to scale.”
EA Advertising has already started to partner with leading brands to deliver in-game experiences across the EA Portfolio, including Visa, Lowe’s, Red Bull, Mountain Dew, Xfinity, and Peacock.