EA creates new division to push more in-game ads
Electronic Arts has launched a new division called EA Advertising, dedicated to in-game ads and brand partnerships.
Electronic Arts has announced the creation of a new division focused entirely on in-game advertising and brand partnerships. Named EA Advertising, the platform offers companies ways to integrate ads through in-game challenges, reward-driven objectives, and branded content. While ads in EA games are not new, this division could lead to more sophisticated campaigns across the company’s portfolio.
Currently, EA Advertising's website highlights opportunities mainly for sports franchises like EA Sports FC and Madden NFL, but also features skate. and The Sims as examples. The division proposes “curated vanity items” and digital ad boards, scoreboards, and brand broadcast overlays—already seen in EA Sports FC 26. Additionally, the EA Sports Partner Program allows brands to participate more heavily in in-game campaigns as well as real-world events.
EA Advertising has already secured partnerships with Visa, Lowe’s, Red Bull, Xfinity, Peacock, and Mountain Dew. These companies have introduced branded content through in-game team kits, objectives, and broadcasting. In its latest fiscal year 2026 financial report, EA reported net revenue of more than $7.5 billion.
