EA is still looking for ads to be put in games

EA is still looking for ads to be put in games ...

EA is still looking at placing ads in its games, but it will take a more nuanced approach as a result. Battlefield and the former FIFA publisher has flirted with putting ads in games in the past, but hasn''t always experienced success with in-game advertising.

Following reports that Microsoft and Sony are considering adding ads to its free-to-play titles, EA CEO Andrew Wilson responded to a question about its future intentions for in-game advertising.

"We want to make sure that the player experience is the best possible player experience we can provide," Wilson said of Seeking Alpha. "And that''s why you''ve seen us kind of test several models over the course of time, some have continued, and some we have halted on the basis of truly ensuring that the player experience is the best we can."

EAs forays into in-game advertising have been faced with retaliation or outright hostility depending on the game. For premium games such as UFC 4, players were incensed to suddenly discover in-game ads interrupting their gameplay. Worse, EA seemed to activate those in-game ads several weeks after their launch, so that reviewers wouldnt comment on them. A year later, the company stated that it had no intentions for advertising in future premium games.

Wilson believes that advertising has its place in other games, particularly mobile titles. "What we''ve seen most often in entertainment media and even in games right now, you see that there is a place for advertising when done right. And there is a portion of the community that when given the choice will participate in advertising, which increases their gameplay experience."

Elsewhere in the call, Wilson discussed Battlefield 2042''s failure and confirmed that four unannounced games would be expected before 2023. In our previous commentary, you may read about both these stories.