EA created an entire division to push more in-game ads

Article excerpt

Electronic Arts has established a dedicated division focused on expanding in-game advertising, signaling the publisher's commitment to monetizing player attention beyond traditional game sales and battle passes. The move reflects broader industry trends toward embedding ads into gameplay experiences, though it raises questions about how this will affect player experience and whether ads will become more intrusive. EA joins other major publishers experimenting with advertising models, as the gaming industry searches for additional revenue streams in an increasingly competitive market.