Electronic Arts has created a new division called EA Advertising. Its purpose is to help brands work more closely with EA’s games and platforms. The company wants these brand partnerships to fit directly into the game experience. EA says the advertising should improve play instead of disrupting it. The new unit has three main 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 exploring smaller ad formats, such as overlays in games and sponsored replays, similar to what people see in sports broadcasts. Real-world experiences cover physical events and sponsorships connected to EA brands. EA has already worked with brands before, including Visa and Red Bull in EA Sports FC and Coach in The Sims.
gamingIntermediate1 min read6/16/2026
EA Expands Its Work With Brands Inside Games
EA has launched EA Advertising to make brand work easier across its games and platforms. The unit will focus on in-game integration, in-game media, and real-world experiences. EA says the aim is to support the game experience, not damage it.
