Branded content and advertising campaigns are in the game.
Electronic Arts has launched EA Advertising, its new platform dedicated specifically to in-game advertising and brand partnerships. Ads in EA games are nothing new, but this split could lead to more sophisticated campaigns in video games under the EA umbrella. So far, EA Advertising’s website highlights branding opportunities, primarily for its sports game franchises like EA Sports FC or Madden NFL, but also shows skateboarding. and The Sims franchises, examples of how businesses can “inherit the fandom” with ad placements and more.
As detailed in the company’s press release, EA Advertising offers brands ways to incorporate ads through “in-game challenges, reward-driven objectives, and branded content.” EA’s new advertising arm even offered “curated vanity items” for better engagement and connection with the brand. EA said it can also engage advertisers with EA’s sports games through “digital billboards, scoreboards, and branded broadcast overlays,” as we’ve previously seen in EA Sports FC26. For brands looking to really get their content out to their fans, there is the EA Sports Partner Program which allows businesses to participate more in in-game advertising campaigns but also in real-world events or experiences.
EA Advertising is already up and running, thanks to partnerships with Visa, Lowe’s, Red Bull, Xfinity, Peacock and Mountain Dew. These early companies have already introduced branded content through team kits, objectives, and in-game broadcasts. Alongside this more targeted approach to serving in-game ads, EA reported net revenue of more than $7.5 billion in its latest financial report for fiscal year 2026.
