The United States game giant EA announced the launch of a new platform, EA Advertising, aimed at changing the way in which brands connect with audiences. Brands are linked to highly active audience groups through the EA SPOTS exclusive partnership programme, in-play integration, creative collaboration, and scalable advertising in the EEA global product portfolio.
EA Advertising is expanding the EEA ecosystem so that brands can be directly integrated into play through dynamic, real-time advertising positions (from stadium billboards to the content of custom games). In these interactive playing environments, brands will become part of the game itself, reflecting how players interact with advertising in the real world through digital billboards, scorecards and brand-broadcasting layers.
According to EA, its monthly active players are expected to exceed 120 million by 2026, with players spending a total of 23,000 NFL seasons per day on Madden Football and more than 1 billion games per month on EA SPORTS FC. EA hopes to create meaningful opportunities for brands to reach their audiences through real, interactive experiences.
In a press release, the CEO of EA, David Tinson, said, “through EA Advertising, we are helping brands become part of these moments in a relevant and customized way for players.”
EA Advertising works directly with brands to create customized integration programmes for games and audiences, including game challenges, incentive-driven goals, customized decorations and brand content.
Advertisers can now work with EA in a private and safe manner, using their brand-new proprietary advertising servers to improve orientation and understanding of advertising activities. EA ensures that advertisements are visible, reach real audiences and measure their impact using industry-approved criteria.
EA also launched the EA SPORTS Partnership Programme. The plan brings brands to one of the most participatory sports communities in the world through opportunities such as on-site activities, in-play integration, real-time service activation, creator tools, social play experiences and community-driven projects. In the past, EA has been working with the brands of Visa, Laure, Red Bull, Xfinity, Peacock and Spoon to provide in-play experience.
On 29 September 2025, EA formally agreed to be bought and privatized in full cash by the Saudi Arabian Public Investment Fund, Silver Lake and Affirmity Partners at $55 billion. This deal resulted in the largest total cash privatization in the global game market and the second-largest game merger since Microsoft’s acquisition of the blizzard.
