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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.
As a PC Gamer Who Hasn’t Bought a Disc in a Decade, I Think PlayStation All-Digital Future Was a Long Time Coming – but There Are Still Reasons To Be Wary
AppWizard
July 17, 2026

As a PC Gamer Who Hasn’t Bought a Disc in a Decade, I Think PlayStation All-Digital Future Was a Long Time Coming – but There Are Still Reasons To Be Wary

Rockstar has decided not to release a physical version of its upcoming game, GTA 6, while Sony plans to stop producing discs for PlayStation consoles by January 2028. The gaming community has reacted strongly, but it is unlikely that either company will change its decision. The transition to a discless future is seen as inevitable. In the PC gaming sector, physical discs have largely become obsolete, with platforms like Steam dominating the market. The initial skepticism towards Steam has shifted as it became a reliable digital marketplace, leading to a decline in physical media. The absence of physical discs raises concerns about consumer autonomy, pricing, and game preservation, as digital ownership is often limited to licenses rather than full ownership. The shift away from physical media has been ongoing, with modern gaming increasingly reliant on digital downloads and updates.
Android's top PC game emulator just got a major upgrade with mod support
AppWizard
July 17, 2026

Android’s top PC game emulator just got a major upgrade with mod support

GameNative 1.1.1's pre-release adds Nexus Mods support for managing mods, per-game profiles, and toggles. The update supports up to four players and features an improved controller editor with Xbox-style shoulder labels. It includes GOG recommendations, Steam collection support, and UI tweaks. The pre-release is available on GitHub.
Google and Epic Abandon Settlement, Clearing the Way for Rival Android App Stores
AppWizard
July 17, 2026

Google and Epic Abandon Settlement, Clearing the Way for Rival Android App Stores

Google and Epic Games have withdrawn their joint motion to modify a court injunction that requires Google to support third-party app stores within the Google Play ecosystem. A permanent injunction issued in October 2024 mandates Google to facilitate alternative app stores on Android devices, with support set to begin on July 22. Google plans to implement a ,000 annual access fee for these alternative marketplaces, while apps downloaded through these stores will still use the Google Play system for transactions. The agreement between Google and Epic includes provisions for reduced fees and alternative payment methods, separate from the injunction. The legal situation regarding third-party app stores does not directly affect Apple, but it may influence Apple's ongoing legal challenges with Epic Games and regulatory developments. Apple is currently appealing a ruling that requires it to allow link-outs and alternative payment options, with oral arguments expected in late 2026 or early 2027.
E.U. Orders Google to Open Android Mic, Camera and Screen to Rival AI Assistants
AppWizard
July 17, 2026

E.U. Orders Google to Open Android Mic, Camera and Screen to Rival AI Assistants

The European Commission has mandated that Google must provide equal access to rival AI assistants within its Android ecosystem, allowing them to use the same functionalities as Google's Gemini assistant. This includes access to the camera, microphone, and on-screen content, as well as background operation capabilities. Google is required to implement these changes in the upcoming Android 18 release by August 1, 2027. The directive includes two binding specifications under the Digital Markets Act, one of which requires Google to share anonymized search query, click, and ranking data with competing search engines and AI chatbots for a fee. The Android decision involves 11 operating system features, with five classified as restricted, requiring certification for third-party applications. These restricted features include access to on-device data shared by apps, context-aware intelligence, structured on-device integration, screen automation, and system integration. The remaining six features do not require certification, allowing broader access to ambient data, always-on hotword detection, long-press invocation, system-level on-device models, third-party model implementation, and background execution capabilities. Google must establish a Qualified AI Assistant Programme to facilitate access to gated features, allowing third-party Trusted Certification Authorities to certify assistants at no cost. The certification process must be fair and non-discriminatory, and users can consent to bypass the certification requirement for specific services and devices. By August 2027, both certified and user-approved uncertified assistants will be able to interact with applications on a virtual display. Google is also required to anonymize search data before sharing, ensuring user privacy and limiting data access to recipients who meet specific criteria. Kent Walker, Google's president of global affairs, expressed concerns about the security implications of granting external apps access to sensitive device permissions and criticized the anonymization methods for search data. The final measures reflect significant changes from earlier drafts, introducing more stringent requirements regarding data sharing and certification processes.
EA vice president of advertising says game ads are a 'huge opportunity', but it 'has to make sense for the game'
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.
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