EA believes that planning for in-game advertising placement should be done during the development stage

In a recent discussion with The Game Business, Alexander Dao, Vice President of Advertising and Sponsorship at Electronic Arts (EA), emphasized the strategic advantages of integrating advertising into console and PC games from the outset. He articulated that this forward-thinking approach not only enhances monetization prospects but also ensures a more seamless user experience.

Seamless Integration of Advertising

Dao elaborated on the importance of designing games with advertising in mind, stating, “Those are opportunities where if you actually design them with the right advertising and brand experience in there from the get-go, it just makes it easier. It makes it feel more native and it creates more flexibility in the types of brands that can come in and out.” This foresight allows for a more organic inclusion of advertisements, which can significantly enrich the gaming experience.

He acknowledged that the ease of embedding advertising varies across different game genres. For example, sports games naturally lend themselves to advertising due to their real-life counterparts, which are often saturated with promotional content. However, Dao highlighted that the potential for brand collaboration is not limited to sports. As long as the advertising remains unobtrusive and aligns with player expectations, it can be effectively integrated into various gaming experiences.

One notable example he provided was the collaboration between The Sims 4 and Coach, which introduced a free collection of clothing and accessories within the game. Dao noted that this partnership not only felt appropriate but also generated significant excitement among players and the media alike.

In addition to these insights, Dao mentioned EA’s recent launch of EA Advertising, a platform designed to facilitate brand advertising within its games. He expressed optimism about the potential benefits this initiative could bring to the company, further solidifying EA’s commitment to innovative advertising strategies in the gaming industry.