The company said the goal is to integrate advertising directly into real time gameplay, with the aim of enhancing the experience rather than interrupting it. EA Advertising is mainly looking at three areas: within menus, through events including real world events, and as in game content such as skins and advertising boards.
That structure could put the new division in play for the next chapter of the football series, which may take a different approach to advertising compared with previous games. Fans could see a larger number of advertising banners across various parts of the game, though Electronic Arts has also made clear it does not intend to introduce traditional advertising breaks that could disrupt the player experience.
