Dive Brief:

• Electronic Arts Inc. today, June 15, is launching EA Advertising, a platform meant to facilitate and measure in-game marketing efforts across the company’s library, according to information shared with Marketing Dive.
• Marketers will be able to work with agencies and EA to create in-game integrations, such as challenges, branded content, vanity items and unique placements within EA Sports games. Marketers will have access to campaign insights and measurements through a partnership with Integral Ad Science.
• The news reflects a strategic push by the video game company, which is in the process of being acquired by an investment group, to create more advertising opportunities. Brand partners at launch include Coach, Visa, Lowe’s, State Farm, Peacock, Mountain Dew and others.

Dive Insight:

EA, which reaches over 120 million gamers a month, is ramping up its efforts to derive revenue from advertising with the launch of EA Advertising. The new platform streamlines the activation creation and implementation process, allowing for partners to create, launch and measure campaigns all in one place. Brands will be able to adjust campaigns based on objectives and update ongoing campaigns based on how users are interacting with the content, ensuring activations add to, rather than disrupt, the user experience.

EA, which is home to games like Madden NFL, will give partners access to in-game ad units, including in 3D sports simulations, digital advertising boards, scoreboards and brand broadcast overlays. Impressions will be measured to meet IAB standards surrounding targeting and consistency. 

Select partners will be given access to the EA Sports Partner Program with unique opportunities surrounding its sports games, which have hundreds of millions of players yearly across mobile, console and PC. The program is being positioned as a premium ecosystem where activations can be co-created. It includes access to live events, such as the EA Sports Presents Madden Bowl, in-game integrations, creator tools, community programs and more. The program also encompasses GEN/EA Sports, an engagement platform that collaborates with athletes to support storytelling and fandom.

Outside of EA Sports, a priority ad server and software development kits built for the company’s Frostbite game engine will help brands connect with audiences across franchises. 

“Players come to EA’s games and live experiences every day to play, watch, create and connect,” said David Tinson, chief experiences officer at Electronic Arts, in a statement. “That 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. With EA Advertising, we’re helping brands become part of those moments in ways that are relevant and built for players.” 

Brands including Visa, Lowe’s, Red Bull, Xfinity, Peacock and Mountain Dew have already rolled out EA Sports activations across titles such as “Madden NFL,” “College Football 26” and “FC 26.”

Red Bull’s activation in “FC” included in-game objects, athlete collaborations and team kits. In total, it drove more than 128 million played matches and 1.2 million objectives were completed. Lowe’s integrations in “FC,” “Madden NFL” and “College Football” saw 200,000 challenges completed and 987,000 games played. 

EA’s brand activations have extended beyond its sports library in the past. In January, it rolled out a free update of nine different digital Coach items to “The Sims 4,” reaching 85 million players.

Gaming is considered by some to be one the largest untapped marketing audiences globally and receives just a fraction of marketing dollars. There has been a larger shift this year across the gaming industry to expand and standardize advertising programs and offerings. In early June, Microsoft’s “Minecraft” title, the best-selling video game title of all time, launched a creator affiliate program. Around the same time, Roblox launched “Brand Link,” in an effort to streamline brand integrations in-game. 

In June 2025, EA hired Snap executive Alex Dao to oversee advertising and sponsorship efforts. In September 2025, EA agreed to be acquired for $55 billion by an investment consortium which includes Silver Lake, Jared Kushner’s Affinity Partners and Saudi Arabia’s Public Investment Fund. The deal, which incited significant backlash, is expected to close soon.