Electronic Arts is bundling its games to make a bigger pitch to advertisers

The holiday season is the proving ground for media owners. It pays well and punishes hard. Electronic Arts is selling ads through this stretch for the first time as a real business unit rather than a side project. The next 10 weeks are a stress test for the thesis behind that move. 

Four months after launching its ad business, the gaming company is rolling out “Moments of Play” — a single-buy package that bundles ad units in premium gaming environments with brand integration opportunities across EA’s portfolio, letting brands connect with highly engaged players across EA’s portfolio.

Starting with the 2026 holiday period, the offering will span top franchises including EA Sports FC 27, EA Sports College Football 27 and skate, with the company planning to extend it to other tentpole moments throughout the year, including major sports events and game launches.

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Kroger’s ad business sees most profit growth since 2021

This story was first published by Digiday sibling Modern Retail

Retail media is becoming increasingly critical to one of the nation’s largest grocery chains.

Profit for the Kroger Precision Marketing advertising business grew 24% in the second quarter, according to Kroger’s latest financial earnings release. This marks the company’s best retail media profit growth since 2021, CEO Greg Foran told investors on a conference call Friday morning. Media monetization grew 88 basis points over the past year, Foran said. Meanwhile, e-commerce sales grew 20%, marking the second consecutive quarter of profitable e-commerce growth, the company said.

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