Electronic Arts launches a new way to advertise directly into gameplay
Electronic Arts, the digital interactive entertainment company, announced EA Advertising, a new way for brands to connect with fans through its portfolio of games, the company said in a press release Monday.
EA Advertising is expanding EA’s ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.
In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts through digital ad boards, scoreboards, and brand broadcast overlays.
According to the company, EA has reached over 120 million players each month in 2026, playing the equivalent of 23,000 NFL seasons every day in Madden NFL and completing more than 1 billion matches each month in EA SPORTS FC.
EA is hoping to create meaningful opportunities for brands to connect with its audience through authentic, interactive experiences.
“With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.” David Tinson, Chief Experience Officer at Electronic Arts, said in the release.
EA Advertising partners directly with brands to create custom integrations for games and audiences, with in-game challenges, reward-driven objectives, custom vanity items, and branded content.
Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights using its new proprietary ad server. EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards.
A new partner program
EA has also launched the EA SPORTS Partner Program. The program gives brands access to one of the world’s most engaged sports communities through opportunities ranging from live events to in-game integrations, live service activations, creator tools, social play experiences, and community-driven programs.
EA has partnered with brands in the past to deliver in-game experiences, including Visa, Lowe’s, Red Bull, Xfinity, Peacock, and Mountain Dew.
Last year, EA announced it would go private after being acquired by the Public Investment Fund of Saudi Arabia, Silver Lake, and Affinity Partners in an all-cash deal worth $55 billion.
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