EA opens new program to put more ads into its games before it goes private in $55 billion deal

EA is introducing a new ad program aimed at pulling in more revenue from targeted in-game advertisements, including dynamic placements as well as user-generated content.

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Electronic Arts is no stranger to advertising--its billion-dollar sports franchises typically have in-game ad placements. The group wants more, and has opened up a new initiative called EA Advertising that's somewhat akin to Activision Blizzard Media (now Xbox Advertising).

The idea is sponsors now have more ways to advertise in EA games, including the traditional in-game billboards and signs as well as things like dynamic and interactive experiences. The publisher even mentions that ads could show up as or in user-generated content.

EA is one of the most interesting companies in gaming right now, but they've been pretty quiet since they've announced plans to go private. A trio of investors are buying out EA's shareholders for $55 billion and will make it a private company.

Saudi Arabia's PIF is spending the most on the deal. The firm is also working on generative AI chatbots that can create game content in real time, opening up interesting new opportunities for EA's four major principles: play, watch, create and connect.

Microsoft might also introduce ads even further into Xbox, but in a different way, instead opting for pre-roll ads to fund a free Xbox Cloud Gaming option similar to NVIDIA GeForce Now's model.

The publisher explains more about EA Advertising below:

Brand Partnerships and Gameplay Integrations

EA Advertising partners directly with brands and agencies to create custom integrations designed for specific games and audiences. These collaborations bring brands into the experience through interactive moments, like in-game challenges, reward-driven objectives, and branded content.

Brands can also opt into customizations like curated vanity items. Each integration is designed to reflect how fans engage with sports, games and culture, helping drive deeper engagement and brand connection.

Ad Units in 3D Sports Simulations

Advertisers can now reach fans through native ad units in select EA SPORTS games, including digital ad boards, scoreboards, and brand broadcast overlays. Ads are dynamically served within the 3D environment, with impression measurement aligned to IAB standards for greater targeting and consistency.

Enhanced Targeting and Measurement Capabilities

Brands can connect with relevant audiences across EA's franchises using advanced targeting powered by EA's new proprietary ad server and SDK, custom built for EA's Frostbite game engine. Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights. EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards in partnership with Integral Ad Science.

EA SPORTS Partner Program

As part of EA Advertising, the EA SPORTS Partner Program introduces a new model for how brands participate in sports culture - moving beyond traditional sponsorship into co-created fan experiences built in, around, and beyond the game.

Designed as a premium ecosystem for a select group of official partners, the program gives brands access to one of the world's most engaged sports communities through opportunities ranging from live events like EA SPORTS Presents Madden Bowl and franchise tentpole moments such as Ratings Reveals, to in-game integrations, live service activations, creator tools, social play experiences, and community-driven programs.

The program also extends into broader cultural and athlete-driven initiatives, including GEN / EA SPORTS, the company's next-generation athlete platform focused on shaping the future storytelling and participation across sports fandom.