Electronic Arts is still considering how to put ads into its games.
, by Thibaut
The American publisher is looking for new ways to make its games profitable. Since AAA titles are becoming more and more expensive to make, EA is looking for new, easier ways to generate revenue.
During the presentation of the company's financial results, Andrew wilson, CEO of Electronic Arts, talked at length about the possibility of putting ads into games. In order to do this, he wants to use IADs, i.e. ads inserted dynamically thanks to AI, which cater to the consumer's habits or history.
"Advertising has an opportunity to be a meaningful driver of growth for us. We have teams internally in the company right now looking at how we do very thoughtful implementations inside of our game experiences."
Source: insider-gaming.com