Electronic Arts has created a new division called EA Advertising. It is designed to make it easier for brands to work with EA across its games and platforms. The company says the aim is to bring brands into the game experience directly, while still improving rather than disrupting play.
The unit will focus on three areas: in-game integration, in-game media, and real-world experiences. In-game integration can include custom cosmetic items, branded challenges, and live events. EA is also looking at more subtle ad forms, such as overlays and sponsored replays, similar to what viewers see in sports broadcasts. Real-world experiences cover physical events and sponsorships linked to EA brands.
Brand partnerships are not new for EA players. EA Sports FC has already worked with companies such as Visa and Red Bull on special shirts and promotions, while The Sims has hosted fashion and beauty content from Coach. The move shows EA’s wider plan to expand advertising, as rising game development costs have made product placement a topic of discussion in the industry.
