Gaming is the next big ad medium after social, CTV and retail media.
That’s according to Electronic Arts’ vp of advertising and sponsorship, Alex Dao, who’s building out their ads business. The unit launched last month and covers brand partnerships and gameplay integrations, ad units in 3D sports simulations, enhanced targeting and measurement capabilities as well as an EA Sports partner program.
Making money from ads isn’t new to EA — it put billboards in Need for Speed: Underground 2 back in 2004 — but it’s never tried to build a durable business around them. Until now.
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