EA sees in-game ads as a "huge opportunity" but pledges authentic integration

Electronic Arts has declared in-game advertising a "huge opportunity" and confirmed it plans to expand ads across its titles. However, the company says it will take a cautious approach focused on authenticity — think pitch-side hoardings in sports games rather than disruptive mid-game ad breaks. EA wants ads to feel like a natural part of the game world rather than an intrusion.