Madden NFL 26

EA Wants to "Standardize" In-Game Advertising Across the Industry

Electronic Arts is making no secret of its ambitions to grow in-game advertising, with an EA advertising executive recently outlining the company's plans to not only expand ads within its own titles but to push for industry-wide standardization of the practice. Speaking publicly on the matter, the exec described in-game advertising as a "huge opportunity" for developers, while also acknowledging that the approach "has to be done properly" and "has to make sense for the game." For now, EA appears to be exercising some caution about which brands are allowed to advertise within its titles, suggesting a curated rather than open-floodgates approach, at least in the short term.