"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"

EA launched an advertising platform allowing brands to integrate into its games during gameplay. EA advertising executive Alexander Dao said the approach must 'make sense for the game,' citing sports titles as the clearest opportunity to replicate real-world broadcast ad placements. The Sims 4's Coach collaboration earlier this year demonstrated the model's viability.

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Appeared in 2026-07-17.