Games could become the largest ad platform for brands, EA exec says

Mobile games are sucking a lot of advertising money out of other media, according to a panel of advertising experts at major game publishers. This is happening so much that Dave Madden, senior vice president of global media solutions at Electronic Arts’ mobile games division, believes that mobile gaming will be the “single largest advertising platform in the world.”

Madden is a natural optimist about mobile games and the growing amount of brand advertising in them, based on the discussion at the Global Mobile Internet Conference (GMIC) this week in San Francisco. He likened advertising in games today to the advertising on ESPN when it was a fledgling cable television channel.