Games get a new kind of ad makeover
Tue Jun 16 2026
EA has quietly launched a branch called EA Advertising that plants brands inside games instead of showing pop-ups or banners. Instead of flashing “Buy Now” signs at players, the company wants logos to blend into stadium walls, jerseys, or even challenges that feel like part of the game. The idea is simple: if an ad looks like it belongs, players might not mind it as much.
EA now tracks over 120 million people every month across consoles, phones, and computers. That huge audience makes game worlds a tempting spot for advertisers. To sweeten the deal, EA rolled out special tools that let brands check how many people saw their ads and whether those people actually clicked or bought something.
Past experiments with forced ads didn’t go well. Years ago, EA tried putting ads on pause screens and got so much backlash that it had to remove them fast. Players remember those moments, so any new ads have to feel natural or risk the same angry reactions. A virtual soda can on a sideline might be okay, but an ad that pops up mid-match can ruin the fun in seconds.
EA also created the EA SPORTS Partner Program for big brands that want to design their own in-game events or challenges. The catch? Players will only accept ads that don’t interrupt the action. If the ads start to feel like work instead of play, gamers can switch off or quit altogether.
