gaming

EA: in-game ads a 'huge opportunity' if they fit the game

EA says in-game advertising offers a "huge opportunity" but must be done properly and make sense for each title. The publisher is being cautious about which brands it allows in its games. EA is prioritizing appropriate integration over broad or ill-fitting placements.

• Sees significant potential in in-game advertising
• Ads must 'make sense' for each game
• Selective about which brands are allowed
• Emphasis on proper integration and execution