EA is apparently exploring the idea of ​​in-game ads in traditional AAA titles

Third-party video game giant Electronic Arts had its earnings call this week and CEO Andrew Wilson was asked about the possibility of “dynamic insertion of ads into more traditional AAA games.”

The idea is supposedly already under consideration, but it’s “still early” and the company will be “very thoughtful” about implementing it, assuming it moves forward with something like this:

“We currently have teams internally at the company looking at how to make very thoughtful implementations in our gaming experiences.”

While EA already technically runs ads in some live titles and games (like EA Sports FC 24), these latest comments from the company’s CEO once again focus on personalized “dynamic ad insertion” paired with more “traditional” gaming experiences.

In the same response, Wilson expressed his thoughts on IP advertising “beyond games”, referencing the video game industry’s recent success on the film and television front.