EA VP Urges Companies To Think About In-Game Ads During Development: ‘That’s A Huge Opportunity’

EA has launched a new in-game advertising platform built directly into its Frostbite engine, and an EA VP is urging game developers to design ad experiences into their games from the start rather than adding them later. Early experiments include a Lowe's stadium sponsorship in College Football 26 that generated over a billion impressions. EA believes gaming is the next major ad-driven industry, following social media and streaming TV.