Electronic Arts Is Considering Including Ads In Its AAA Games
May. 14, 2024Electronic Arts Is Considering Including Ads In Its AAA Games
Electronic Arts is considering including ads in itsAAA Games. Electronic Artsis seriously considering adding advertisements to its video games, as Andrew Wilson (CEO of EA) was asked about it in the company’s latest fiscal report.
EAand ads onPC, Steam Deck, PS4, PS5, Xbox, Switch, and mobile platforms withiOS and Androidhave a highly criticized history, but their current CEO doesn’t rule out adding them to consoles and computers. This sharply contradicts statements from a few years ago when they vehemently denied plans to implement ads in their games, stating, “Our priority is to offer the best experience.”
But now, Andrew Wilson seems to be considering and weighing ways to add advertising to theirAAA gameslikeStar Wars Jedi: SurvivororTales of Kenzera: ZAU.
This is what has been seen in their latest fiscal report where the CEO of EA was asked about plans “to add ads in a more dynamic way to more traditional AAA titles.” Wilson’s response goes against everything said before: “We have internal teams in the company studying how to make very thoughtful additions to our gaming experiences.”
The potential inclusion of advertising inAAA gamesraises several questions, both in terms of its practical execution and its impact on the digital entertainment industry. On one hand, there is concern that advertising could negatively affect immersion and user experience, breaking narrative cohesion and distracting players’ attention. Additionally, there are fears about how the introduction of ads could affect the fairness and integrity of the game, prioritizing profitability over the player experience.
However, some advocates for the inclusion of advertising inAAA gamesargue that this measure could offer a more realistic and contextually relevant experience. If advertising is integrated organically and coherently with the game environment, it could contribute to the immersion and authenticity of the gaming experience. Moreover, it could open up new opportunities for creativity and innovation in game design by allowing collaboration with recognized brands to create exclusive content and unique interactive experiences.
The way advertising is implemented inAAA gameswill be crucial in determining its acceptance by players. Although some possible approaches have been mentioned, such as integrating ads on loading screens or contextually within the game environment, no concrete details have been provided on how this measure would work in practice.
Therefore, although this idea has been circulating in the company for years, they want to take it slowly to avoid advertising being perceived as intrusive or disruptive, and to ensure that it adds value to the gaming experience without compromising its quality and integrity.
“As we think about the many, many billions of hours spent playing, creating, watching, and connecting, and where much of that engagement is at the boundaries of a traditional gaming experience, our expectation is that advertising has the opportunity to grow,” stated the company’s CEO.
In addition to the potential inclusion of advertising in itsAAA games,Electronic Artshas also announced plans to introduce generative artificial intelligence into its development process. This technology, considered the “holy grail” for the company, aims to create larger, more innovative, creative, and fun games more quickly. Although specific details have not been provided on how this technology will be implemented, its inclusion could have a significant impact on the future of the digital entertainment industry.
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