EA Announces New Plan To Launch Ads “Directly Into Gameplay” After Working On In-Game Ads For Decades Already

Confira os detalhes que estao repercutindo. In an announcement that is sure to unsettle players but please investors, Electronic Arts has announced a new program to bring in-game ads to its games in ways that EA claims won't "disrupt" the player experience.

Alem disso, EA Advertising, as it's called, is a new platform that EA says advertisers can use to reach EA's network of 120 million monthly players. That's indeed a massive scale, and some people in the video game industry have been surprised that this kind of program hasn't happened sooner given how much money there is to potentially be made. Recently, Xbox's chief strategy officer Matthew Ball talked about advertising in gaming , while a former BioWare boss said product placement could help improve the viability and sustainability of gaming .

Not everyone agrees, of course, as there has been significant player pushback to the idea of in-game ads, and one top executive, Strauss Zelnick of Take-Two, has said in-game ads for full-price games are not fair to the consumer . For EA Advertising, it's coming at a time when EA is trying to sell itself to an investor consortium led by Saudi Arabia for $55 billion. This is a leveraged buyout--the biggest LBO in history--and it comes with significant debt. Given that, people are expecting major cuts at EA and new revenue streams, like EA Advertising, to help service the debt. Fique de olho nas proximas publicacoes.