EA Apparently Exploring The Idea Of In-Game Ads In Traditional AAA Titles

Electronic Arts (EA) is considering the integration of "dynamic ad insertion" in traditional AAA games, as revealed by CEO Andrew Wilson during a recent earnings call. Although still in the early stages, the company is focusing on how to implement advertising thoughtfully within game experiences. This exploration comes as EA already features ads in some titles and is also looking to expand its advertising reach beyond games into film and television.