Electronic Arts has launched its new advertising service, enabling its customers to place their branding within EA’s games. While Microsoft is still mulling over how it can inject advertising into its Xbox games and/or services, EA Advertising is here and for now, keeping things somewhat normal-looking. Most would object to advertising in games, but Electronic Arts is currently keeping its branding placement in places that most are accustomed to. From team jerseys to score banners, field walls, shoes, etc., most sports fans are used to seeing brand advertisements, and EA is making use of this in its games.
“Join some of the most iconic games on the planet with some of the most invested communities online. Each franchise, its own culture. Whether it’s EA SPORTS FC, EA SPORTS™ Madden NFL, EA SPORTS™ College Football, EA SPORTS™ NHL®, skate., or The Sims, you inherit the fandom.”
– EA
The following snapshots are from the official EA Advertising page featuring short video examples. As stated by EA, it’s “Where Brands Come to Play”.
EA has already signed a multi-year deal with VISA, and has partnerships with State Farm, Coach x, Vans x skate. Product placement packages include: “Custom vanity kits, ultimate team packs, branded challenges & live events across EA SPORTS and clothing & furniture drops in Sims.”
Brand placement can also be embedded into videos via replays or overlays, just as seen in a real-world broadcast.
“Sponsored replays, branded overlays, or video spots inside the broadcast layer. Your brand shows up the way a real media partner would, in moments players rewatch, clip, and share. One of the most attentive audiences in media, watching like it’s always been there.”
-EA
The genie is out of the bottle, and it’s only a matter of time until other game publishers begin offering their own advertising services. The question is just how long until one crosses the line in angering the gaming community with something truly obnoxious that totally detracts from the gaming experience. Multiple execs within the industry have already stated that the goal is not to disrupt the gaming experience, but only time will tell when this golden rule becomes a complete afterthought.