Using the new program EA Advertising, brands will be able to inject their products into games in real-time via dynamic placement.
The gaming giant Electronic Arts is exploring more ways to inject real-life brands into its games. Announced today as EA Advertising, the new platform is attempting to make it easier for brands to reach out for deals with the company and put their products inside titles like EA Sports FC, Madden, NHL, Skate, or The Sims.
EA revealed that its EA Sports side of the company brings in “hundreds of millions of players across console, PC, and mobile” every year. Fan engagement of these titles was also touted as being “extraordinary,” with 23,000 NFL seasons worth of games being played in Madden NFL daily, while EA Sports FC sees over a billion matches a day.
“Players come to EA’s games and live experiences every day to play, watch, create and connect,” said David Tinson, Chief Experiences Officer at Electronic Arts. “That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building. With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.”
Using the new program EA Advertising, brands will be able to inject their products into games in real-time via dynamic placement. EA says partners will have access to everything from stadium signage in sports games and targeted adverts to in-game content custom-made for the brands. These are described as additions designed to “enhance, not disrupt” experiences.
“In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts,” adds the company “Brands can activate across live environments, tailoring placements to meet campaign objectives, and update campaigns with ongoing optimization informed by aggregated engagement insights.”
Current real-world brand partnerships EA has built into its games include Visa (EA Sports FC and College Football), Lowe’s (EA Sports FC, Madden NFL, and College Football), Red Bull (EA SPORTS FC), Xfinity and Peacock (EA SPORTS FC), and Mountain Dew’s (College Football).
