EA Will Put Ads in Their Games, Announces a Team in Charge of It

EA Sports FC stadium
henry
By Henry MedranoEsports Editor

EA Sports FC stadium
  • Primary Subject: EA's In-Game Ads Plans
  • Key Update: EA launched a new division in charge of handling in-game ads for its titles.
  • Status: Confirmed
  • Last Verified: June 15, 2026
  • Quick Answer: EA Advertising is a brand-new team inside EA that will handle in-game ads for their gameplay and live experiences.

Electronic Arts has announced the launch of a new team inside the company titled EA Advertising. As explained in a press release, this new division will enable "brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content"

In other words, EA is implementing in-game ads, and this team will handle that part of the logistics.

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Credit: EA Sports

The press release reveals that EA Advertising will offer companies the possibility of getting "3D Ad Units in Sports Simulations", which are dynamically placed ad spaces in all of EA Sports games. Take FC, for example, a brand will be able to show their ad or logo on the scoreboard, broadcast overlays, or the digital ad boards to the side of the field.

It remains to be seen how invasive the advertisement will be or whether it will disturb the users' experience in any way.

EA Advertising is also offering other ways to promote brands, such as brand partnerships and gameplay integrations. This is something we have seen in the past, like an in-game event with a brand's name and logo front and center, and the press release even highlights a few examples of it.

The release only mentions sports titles, but nothing stops EA from also applying the same formula to their other big franchises.

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Credit: EA, DICE

This has been a long time coming, given that EA has always been known for trying to get the most out of the player's wallet with its practices. Just in 2024, EA's CEO, Andrew Wilson, revealed that the company had teams prototyping in-game ads internally.

The news came just a few days after Xbox's Chief Strategy Officer commented on the use of in-game ads as a way to deal with rising costs in the gaming industry.

READ MORE: Xbox’s Cloud Gaming “Free Tier” Is Reportedly Coming With Ads

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