Electronic Arts bets in-game ads out-earn CTV

Electronic Arts is exploring in-game advertising as a potential competitor to connected TV in the ad industry. The company established a specialized advertising unit in June 2026, claiming that games provide a unique mix of engagement and targeting features that could change how brands allocate funds. Alex Dao, EA’s vice president of advertising and sponsorship, explains the new ad platform is built to scale, offering brands adaptable targeting and measurement tools akin to other digital ad ecosystems. This shift moves the company from earlier, isolated ad efforts—like billboards in Need for Speed: Underground 2—toward a more organized, profit-driven approach.

A New Business Model

EA’s advertising division includes initiatives such as brand collaborations, gameplay features, improved targeting, and an EA Sports partner program. The company created its own ad server instead of using pre-made solutions, emphasizing the need for customization. Titles like FIFA, Madden, The Sims, and Battlefield have varied formats and audiences, making off-the-shelf ad tech less effective. EA’s system supports dynamic ad delivery based on location, flight dates, and IAB-compatible metrics. The platform is currently active on a limited number of titles, with wider adoption pending. Initial player responses have been divided, with some voicing concerns about ads being too intrusive.

“We’re not collaborating with third-party ad tech providers like The Trade Desk or Criteo yet,” Dao said. “The experience has to be right before we invite them in.” EA’s measured strategy reflects the risk of alienating a core audience that has traditionally disliked ads. The company is experimenting with formats that balance income generation with user experience.

The Road Ahead

Standardization could simplify EA’s path. If console ad units adopt the same consistency as CTV or display ads, third-party demand might flow through more easily. Dao noted that console gaming’s interactive nature distinguishes it from passive CTV viewing, potentially justifying higher ad rates. “We see an opportunity to standardize formats for console games,” he said. “The audience is more engaged, and that’s a competitive advantage.”

Total game ad spend in the U.S. (excluding ads on esports, gaming video content and creators sponsored content)is forecast to reach $9.2