EA has announced the creation of a new company that is dedicated solely to advertising. Monetization in video games is an inescapable trait of the industry these days, but if you thought to yourself that games just didn’t have enough ads in them, well, then EA is looking out for you. EA Advertising was created to find creative ways to monetize the gamer more than ever before. Because that’s just what gamers want: more ad placement for the products they may or may not actually like.
Ads in games aren’t always so cut an dry, so black and white. Sometimes they’re subtle. Sometimes they’re not subtle at all but you may not even really think about them being ads. For example, the branding for real-life products around the stadium of all EA’s sports games. While it might seem like this new development is entirely for you, the consumer, I mean gamer, make no mistake. It’s entirely for brands and EA’s investors. As a means of making more money off the people that play EA’s games.
All of that said, ads can feel non-invasive and actually fade into the background in certain games. Places where it makes sense. It wouldn’t be so jarring to see an ad in something like GTA 6. A living world that players will be able to explore across a vast Miami, Florida. Ads in Modern Warfare 4, however, would feel a little less natural.
EA says its Advertising company promises to “add value and respect the player experience”
Look, we get it. Advertising is a part of life and has been for many, many decades. It’s a big part of how companies sell stuff. But, that being said, there’s really a proper time and place for advertisements. And as much as gaming has become an outlet for it, gaming is one area where in-your-face ads just shouldn’t exist.
This is where the good news comes in. EA promises that the ad placement from its new company EA Advertising will both “add value,” and “respect the player experience.” That’s what we call a two-for-one. The kind of deal you could only dream of, if you’re in advertising or you’re a brand looking to advertise to potential new customers.
With this new program, EA says that brands can integrate directly into gameplay, and that they can do so through dynamic, real-time placements. This will likely stick to things like very particular product placement in certain games, or stadium billboards and the like. But don’t put it past EA to try and sneak something into its upcoming Star Wars game.
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