We recently reported on comments by Xbox Gaming Chief Strategy Officer, Matthew Ball, about a future of Xbox Gaming experiences subsidized by non-intrusive in-game advertising, although it seemed as though Microsoft had yet to actually go down that route. More recently, EA (Electronic Arts) has announced EA Advertising, which it says will allow brands to "tap into the power of play," and access views from "some of the most invested gaming communities online." The idea is that brands can partner with EA to include ads in the gaming giant's games without breaking player immersion. EA chief experiences officer, David Tinson, said that the new ad platform "gives brands a meaningful opportunity to show up in ways that add value and respect the player experience, while maintaining authenticity in the worlds our teams are building."

The examples given on the official EA Advertising page include the Skate x Vans collaboration, which has existed since the launch of Skate, the Coach clothing brand in The Sims 4, and Visa and Chime field paint in EA Sports College Football. Reportedly, ad spots will include various integrations, including banners, digital ad boards, scoreboards, and broadcast overlays. EA has updated its Frostbite engine with integrations for the new ads program, adding a purpose-built ad server and SDK that allows advertisers to receive information on impressions, adjust targeting, and generally gather data about their ad campaigns in a "privacy-safe way."