electronic artsEA Advertising, the digital interactive entertainment company, announced EA Advertising, a new way for brands to connect with fans through a portfolio of games, the company said in a press release on Monday.
EA Advertising expands EA’s ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placement, from stadium signage to custom in-game content.
In these interactive gameplay environments, branding becomes part of the game itself, reflecting how players engage with advertising in real-world contexts through digital ad boards, leaderboards, and branded broadcast overlays.
According to the company, EA reached more than 120 million players each month in 2026, played the equivalent of 23,000 NFL seasons each day in Madden NFL, and completed more than 1 billion games each month in EA SPORTS FC.
At EA, we want to create meaningful opportunities for brands to connect with their audiences through authentic, interactive experiences.
“With EA Advertising, we are helping brands participate in the moment in a way that is relevant and built for players,” said David Tinson, chief experience officer at Electronic Arts, in a release.
EA Advertising works directly with brands to create custom integrations for games and audiences, including in-game challenges, reward-driven goals, custom vanity items, and branded content.
Advertisers can now collaborate with EA in a privacy-secure way to improve targeting and gain deeper insight into their campaigns using a new proprietary ad server. EA ensures that your ads are visible, delivered to real audiences, and measured using industry-recognized standards.
new partner program
EA has also launched the EA SPORTS Partner Program. The program gives brands access to one of the world’s most engaged sports communities through a variety of opportunities, from live events to in-game integrations, live service activations, creator tools, social play experiences and community-driven programs.
EA has previously partnered with brands to deliver in-game experiences such as: visa, lowe’sRed Bull, Xfinity, Peacock, Mountain Dew.
EA announced last year that it was going private after being acquired by Saudi Arabian Public Investment Fund, Silver Lake and Affinity Partners in an all-cash deal worth $55 billion.
