2024-05-12 08:30:05
In a recent announcement that has surprised the gaming community, Andrew Wilson, CEO of Electronic Artsrevealed during the presentation of the Q1 2024 report that the company plans to integrate real-world ads into its gaming experiences. This change, which marks a turning point in the company’s monetization strategy, could start with its popular Star Wars: Jedi series.
During the Q&A session, Wilson responded to Goldman Sachs analyst Eric Sheridan about the market opportunity for inserting dynamic ads into traditional AAA games and how this could represent a medium to long-term revenue opportunity. Wilson said that while it’s still early for concrete details, the company has historically been careful about advertising within its gaming experiences. However, Given the extensive number of hours that users spend playing, creating, watching and connecting, they see advertising as a significant opportunity for growth.
Furthermore, the CEO of EA He noted that although the integration of advertising will be cautious, the company is already exploring how to implement it effectively. Beyond integration into games, EA seeks to harness the power of communities to drive growth through advertising in those spaces.
This It is not the first time that EA has tried to integrate advertising into its games. From small Adidas banners in FIFA International Soccer in 1993, to Barack Obama’s presidential campaign billboards in Burnout Paradise in 2008, to full ads during replays in UFC 4 in 2020, EA has continually sought to monetize its games by selling of advertising. Although such attempts have regularly been rejected by players, EA continues to look for more subtle ways to implement these ads.
Recently, at UFC 5 in 2023, In-game ads were made completely optional, offering players in-game currency in exchange for viewing them. This less intrusive approach could be an indication of the path EA wants to follow as it explores advertising models that respect the user experience while seeking new forms of revenue.
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