Electronic Arts launches EA Advertising for in-game ads

Electronic Arts has launched a new advertising platform, EA Advertising, designed to integrate brands directly into its portfolio of video games. The platform, announced on Monday, June 15, 2026, centralizes the process for brands to place dynamic ads and create custom content within titles such as EA Sports FC, Madden NFL, and College Football 26.

The initiative aims to make advertising a scalable part of the player experience. Previously, brand integrations required custom, game-by-game development. The new platform is built on a proprietary ad server and software development kit within EA's Frostbite game engine, allowing for centralized campaign management across multiple titles. Brands can purchase placements on a cost-per-thousand-impressions basis, with pricing reportedly ranging from $1 to $10 depending on the game and placement type.

Ad formats fall into two main categories. The first includes media placements that mirror real-world sports advertising, such as digital stadium boards, scoreboards, and broadcast-style overlays served dynamically within games. The second involves deeper brand integrations, where companies can appear as in-game challenges, reward-driven...