Electronic Arts has launched EA Advertising, a new platform enabling brands to place ads directly inside its games. Advertisers can purchase real-time in-game placements such as stadium signage or custom branded content. Early partners include Visa, Lowe's, Red Bull, Xfinity, Peacock, and Mountain Dew, with EA Sports titles like Madden NFL and EA Sports FC as primary venues. The platform also lists non-sports titles like The Sims 4 and skate. as potential advertising environments. EA has not clarified whether ads will appear in single-player games or if third-party publishers can buy placements. The announcement comes amid EA's reported nine percent year-over-year net bookings growth and a pending $55 billion buyout led by a Saudi Arabia-led investor consortium.
