EA VP Urges Early Planning for In-Game Ads

EA’s In-Game Advertising Strategy: Definition and Context

EA’s in-game advertising strategy refers to the company’s push to integrate advertisements directly into video games during the development phase, rather than retrofitting them after launch. The strategy is championed by an EA vice president who describes it as a “huge opportunity” for the industry. The approach aims to create a new revenue stream for publishers while potentially altering the player experience. The core problem it addresses is the need for sustainable monetization beyond initial game sales and microtransactions, especially in free-to-play or live-service titles. The strategy is being explored for upcoming games such as the new Skate title, which is developed by Full Circle (a studio under EA). The exact VP name is not disclosed in the source material, but the quote is attributed to an EA VP of advertising.

Key Facts

How Does EA’s In-Game Ad Strategy Work?

EA’s strategy involves embedding advertising opportunities into the game’s core design from the earliest stages of development. This means that ad placements—such as billboards, product placements, or interactive brand integrations—are planned alongside gameplay mechanics, level design, and narrative. The VP argues that this approach allows ads to feel more organic and less intrusive than post-launch additions. The company is exploring both static and dynamic ad formats, where ads can be updated in real time via internet connectivity. The source material does not specify the exact technology or ad network used, but it references EA’s existing partnerships with advertising platforms.

“EA’s VP stated that thinking about in-game ads during development is a ‘huge opportunity’ that could generate significant revenue without disrupting player immersion if done correctly.”

What Impact Could This Have on Games Like Skate?

The new Skate game, a free-to-play title from EA’s Full Circle studio, is cited as a potential testbed for early-integrated ads. Because Skate is a live-service game set in an open-world environment, it offers natural spaces for billboards, branded clothing, or skatepark sponsorships. The VP’s comments suggest that EA intends to treat ads as a core part of the game’s economy, possibly replacing or supplementing microtransactions. However, the source notes that players have historically resisted aggressive advertising in paid or free-to-play games, and no data on player acceptance for Skate has been released.

“If EA integrates ads into Skate during development, the game could feature branded skateparks, gear, and billboards that update in real time, creating a new revenue stream without relying solely on cosmetic microtransactions.”

Why Is Early Planning for In-Game Ads Important?

Early planning allows developers to design ad placements that fit naturally into the game world, reducing the risk of breaking immersion or causing player backlash. The EA VP emphasized that retrofitting ads after a game is complete often leads to awkward placements that feel like “afterthoughts.” By contrast, building ads into the initial design enables developers to control frequency, context, and visual consistency. The source does not provide comparative data on player retention or revenue between early-integrated and retrofitted ads, but the VP’s argument rests on the assumption that better integration leads to higher advertiser willingness to pay and lower player churn.

“The EA VP argued that early ad integration is critical because ‘if you wait until after the game is done, you’ve missed the opportunity to make ads feel like part of the experience.’”

Who Is This For?

This strategy is primarily aimed at game publishers and developers who operate free-to-play or live-service titles and seek alternative monetization models beyond battle passes, loot boxes, or premium currencies. It is also relevant to advertisers looking for high-engagement, contextually relevant placements in digital environments. The ideal use case is a game with persistent worlds, frequent updates, and a large active player base—such as sports games, open-world titles, or multiplayer shooters. The source does not specify a target audience for the ads themselves, but typical in-game ads target players aged 18–34.

Common Questions

Will in-game ads in Skate be optional or forced?

The source does not confirm whether ads will be mandatory or skippable. However, EA’s VP indicated that ads would be designed to feel natural, suggesting they may be integrated into the environment rather than interruptive pop-ups.

How will EA prevent ads from ruining the game’s atmosphere?

By planning ad placements during development, EA aims to match the art style and tone of the game world. The VP claimed that early integration allows ads to “blend in” rather than stand out, though no specific technical details were provided.

Has EA tested this approach in any other games?

The source mentions that EA has experimented with in-game ads in sports titles like FIFA and Madden NFL, but those were typically added post-launch. The new Skate is the first known title where ads are being considered from the start of development.

Sources and Methodology

This article is based on a single source: the Kotaku article titled “EA VP Urges Companies To Think About In-Game Ads During Development: ‘That’s A Huge Opportunity’” (published 2023, URL: https://kotaku.com/ea-vp-urges-companies-to-think-about-in-game-ads-during-development-thats-a-huge-opportunity-2000716639). All quotes and factual claims are derived from that article. No additional sources were synthesized. No data conversion was required. This article was last updated on 2025-04-09.