sponsorship 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 14, 2026

Summer Games Done Quick raises $2.4 million for charity, cancels sponsored stream with SNK over Saudi Arabia ties

Summer Games Done Quick raised .4 million for Doctors Without Borders. The organization faced controversy over a sponsorship with SNK, which is majority-owned by the MiSK Foundation linked to Saudi Arabia's crown prince, Mohammad bin Salman. Following community backlash, GDQ canceled the sponsored stream within three hours and stated they would not accept funds from this sponsorship again. GDQ emphasized their commitment to human rights and inclusivity and pledged to improve their evaluation process for future sponsors.