Electronic Arts Archives

AppWizard

July 19, 2026

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

Alexander Dao, Vice President of Advertising and Sponsorship at Electronic Arts (EA), discussed the strategic integration of advertising in console and PC games, emphasizing that planning for advertising from the outset can enhance monetization potential. He noted that when advertising is integrated into game design from the beginning, it feels more organic and allows for greater flexibility with brands. Dao mentioned that the ease of embedding advertising varies by genre, with sports games being more conducive to it. He cited the partnership between The Sims 4 and Coach as a successful example of brand collaboration. Additionally, he highlighted EA's launch of EA Advertising, a platform aimed at facilitating brand advertising within its games.

AppWizard

July 17, 2026

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

Alexander Dao, Vice President of Advertising and Sponsorship at Electronic Arts (EA), discussed the strategic advantages of integrating advertising into console and PC games from the outset, enhancing monetization and user experience. He emphasized the importance of designing games with advertising in mind for a more organic inclusion, which varies by game genre. Dao cited the collaboration between The Sims 4 and Coach as a successful example of unobtrusive brand integration. He also mentioned EA's launch of EA Advertising, a platform to facilitate brand advertising within its games, reflecting EA's commitment to innovative advertising strategies.

AppWizard

July 17, 2026

EA vice president of advertising says game ads are a ‘huge opportunity’, but it ‘has to make sense for the game’

Electronic Arts (EA) has announced a new advertising platform aimed at integrating in-game ads in a way that feels organic and beneficial for both players and brands. EA's vice president of advertising, Alexander Dao, highlighted the importance of designing advertising experiences from the outset to create a native feel and allow for greater brand participation. He emphasized the need for standardization in advertising practices, particularly regarding viewability standards and reporting metrics, to ensure consistency and accountability in advertising investments. EA recently collaborated with Coach to offer nine free branded items in The Sims, based on player surveys about brand preferences. Dao expressed a desire to balance commercial interests with player satisfaction, noting concerns about advertising potentially detracting from the gaming experience.

AppWizard

July 4, 2026

Dragon Age setting creator David Gaider is pitching a heist RPG that’s ‘make or break’ for his studio

David Gaider, the creator of Thedas and the Dragon Age series, is developing a new RPG centered on a crew of rogues performing heists. He chose not to engage with Dragon Age: The Veilguard, released in 2024, due to concerns over the challenges faced by the team and constraints from Electronic Arts. A review by PC Gamer praised The Veilguard but noted a lack of ideological conflict, which Gaider believes is essential for character agency and authenticity in games. He critiques the trend of creating agreeable companions, advocating for complex characters that resonate with players. Gaider expresses uncertainty about his new project but desires to focus on creativity rather than studio management pressures. He is open to revisiting the Dragon Age franchise, envisioning a return to its roots with darker storytelling.

AppWizard

June 30, 2026

ESA Lobbyist Calls Private Minecraft Servers Illegal During Hearing

Jennifer Gibbons, Vice President of State Government Affairs at the Entertainment Software Association (ESA), stated during a California State Senate hearing that community servers for Minecraft and Call of Duty are "illegal" and equate to "piracy." She mentioned that the ESA has pending lawsuits against private servers and that the United States Trade Representative (USTR) has identified some private servers as notorious markets for piracy. Gibbons' comments were challenged by Assemblyman Chris Ward, who noted the existence of community servers for both games. An ESA representative later clarified that Gibbons was responding to a complex question and that private servers hosting copyrighted content without authorization infringe on the intellectual property rights of game publishers. The ESA reported a total revenue of ,614,556 in the fiscal year ending March 2025, with ,804,681 from member dues.

AppWizard

June 22, 2026

Eidos Montreal founder says modern execs are driven more by spreadsheets than passion for games

Stephane D'Astous, founder of Eidos Montreal, discussed the significant changes in the gaming industry over the past 15 years, noting that the major players have shifted, with Tencent becoming a dominant force. He highlighted the unexpected challenges faced by Electronic Arts, which he suggested was once at risk of being acquired. D'Astous expressed concern about the industry's current state, attributing some challenges to the financial influx during the Covid-19 pandemic, which led to questionable project funding. He emphasized the unrealistic expectations placed on executives, citing his own experience of being asked to create a high-quality game within limited resources and time. The current industry atmosphere is characterized by a focus on revenue generation, which he believes hinders risk-taking and passion-driven development.

AppWizard

June 21, 2026

As EA appear to renew the trademark for Ultima, its creator lies in wait to reclaim the game’s copyright next year

Electronic Arts (EA) filed new trademarks for the Ultima franchise, indicating a potential revival after nearly eight years since the last installment, Underworld Ascendant. Series creator Richard "Lord British" Garriott has expressed his desire to resurrect Ultima and is optimistic about reclaiming copyright in 2027, as creators can reclaim rights after 35 years under U.S. copyright law. However, while Garriott may regain copyright over his original works, EA retains the trademark for the Ultima name. Garriott plans to discuss the franchise's future at Dragon Con later this year.

AppWizard

June 20, 2026

The creator of Ultima is reportedly reclaiming the series’ rights back from EA, and it could happen as soon as next year

Ultima is a significant franchise in PC gaming, originally created by Richard 'Lord British' Garriott, known for its influential roleplaying series and spinoffs like Ultima Underworld and Ultima Online. The rights to the series have been held by Electronic Arts (EA) since 1992, following Garriott's sale of Origin Systems. Despite some releases, the series has largely been inactive under EA, with unsuccessful attempts at revival in 2010 and 2013. Recent developments indicate that Garriott may soon reclaim the copyright to Ultima in 2027 due to U.S. copyright law, although the trademark will remain with EA. Garriott has expressed interest in potentially creating a new title, possibly titled "Lord British's Ultima." He has attempted to revive the series multiple times during EA's ownership but has faced challenges in those discussions.

AppWizard

May 24, 2026

The Sims Game Removed From Stores Without Warning

Electronic Arts has removed the spin-off game The Sims Medieval from online stores, making it unavailable for purchase. The game, released in 2011, was delisted from Steam on March 10, 2026, and is marked as "Not Available" on the EA App. Players who previously purchased the game can still access it in their libraries, but new players must seek physical copies, which may be priced higher due to the game's age.

AppWizard

May 14, 2026

The ‘numbers just aren’t there,’ Dead Space producer says, and that’s why we’ll probably never see Dead Space 4

Chuck Beaver, a producer associated with the Dead Space franchise, stated that the chances of reviving Dead Space for a fourth installment are low due to shifting priorities within Electronic Arts (EA). He noted that EA requires evidence of substantial commercial success to greenlight new titles, but current market trends favor projects with blockbuster potential. The gaming industry is increasingly focused on games that provide ongoing revenue through live services, rendering single-player experiences like Dead Space less viable. The recent remake of Dead Space in 2023 did not achieve significant sales, and similar titles, such as The Callisto Protocol, also struggled commercially. EA's leadership has emphasized the importance of games connecting with players through shared-world features, complicating the future for traditional single-player narratives.