Electronic Arts CEO Andrew Wilson said that in-game advertising could «significantly accelerate the growth» of the company's profits. According to him, EA intends to take a «thoughtful» approach to its implementation in its projects.
According to GameSpot, they were talking about more traditional AAA games, not necessarily mobile ones. The company is currently considering how exactly this can be done.
As we think about the many, many billions of hours spent, both playing, creating, watching and connecting and where much of that engagement happens to be on the bounds of a traditional game experience, our expectation is that advertising has an opportunity to be a meaningful driver of growth for us. We'll be very thoughtful as we move into that, but we have teams internally in the company right now looking at how do we do very thoughtful implementations inside of our game experiences.
This is not the first time EA has introduced advertising into its projects. For example, in 2022, players found an advertisement for a Logitech computer mouse in Battlefield 2042.
Let us remind you that Electronic Arts recently stopped developing Dead Space 2.