Madden, College Football, and more EA games are about to get a whole lot more ads in them

Electronic Arts announced the launch of a new brand on Monday, but it’s not one you’re likely to get excited about. EA Advertising is “a new platform transforming how brands connect with audiences through digital and real-world experiences across its global portfolio of games,” according to a news release. Translation: EA wants to put even more product placement and advertising in its games, like the Lowe’s sponsorships in its football titles.

The company touts “dynamic, real-time placements, from stadium signage to custom in-game content” for advertising, bringing digital sports games closer to their ad-ridden real-life counterparts. It’s impossible to watch a stretch of play without some form of gambling advertisement, for example, and now the same might be true for your future games of Madden or EA Sports FC.

Brand partnerships wouldn’t just be passive, like signage in a virtual stadium or having an ad above the scoreboard. Through EA Advertising, companies could slap their name on in-game objectives, challenges, and “curated vanity items.”

As mentioned, brand advertising in EA’s games isn’t wholly new. Mountain Dew has “DEW University” in College Football 26 with a custom stadium, field, and logos. (“Do the Dew” is painted across its end zones.) Xfinity has sponsored Ultimate Team Packs in EA Sports FC 26. Lowe’s, Visa, Red Bull, and Peacock have also all already gotten in on the advertising game with EA and its sports games.

Though EA Advertising has a heavy focus on EA’s sports franchises, Madden NFL, EA College Football, and EA Sports FC (and not college basketball, RIP), there’s no reason EA couldn’t start putting ads and sponsored challenges in its other, non-sports titles. Maybe you’ll be able to dress your Sims with T-shirts adorned with the Mountain Dew logo or pay for Red Bull-themed armor in the next Mass Effect with your in-game Visa credit card.

The EA Advertising announcement comes a week after Xbox chief strategy officer Matthew Ball’s comments that ads in games could “be used to offer more affordable alternatives alongside today’s ad-free experiences, in the hopes more could play as a result. Similar to how Netflix and Disney Plus have ad-tiers with all the same content, but at half the price or so.”

Earlier in June, former BioWare employee Mark Darrah discussed the ways video games are monetized in a YouTube video. He mentioned product placement as a way games can be monetized further. “Product placement is a very small part of video games right now compared to movies and television. Maybe it could be a larger part of development. Maybe there are relationships there to be formed.” The most notable form of product placement in games might be how Monster’s energy drinks were incorporated in Death Stranding.

“EA Advertising works directly with brands and partners to create bespoke integrations across its portfolio, spanning in-game, community, and real-world experiences,” EA said. With a new College Football game landing next month and a new Madden in August, don’t be surprised if there are new ads in them too, alongside new players.