EA Sports College Football 25

EA wants console game makers to consider in-game ads during development

Electronic Arts is actively pursuing the integration of in-game advertising within console and PC titles to establish a sustainable revenue stream capable of offsetting the escalating costs of modern game development.

• Electronic Arts is integrating in-game advertising into console and PC titles to offset the rising costs of modern game development.
• The company is deploying a proprietary ad platform directly into the Frostbite engine to enable dynamic, standardized, and targetable ad placements.
• EA aims to shift away from intrusive ads in favor of organic, design-led placements, such as stadium signage in sports games or branded cosmetic items.