The CEO of Electronic Arts, Andrew Wilsonanswered questions about introducing in-game ads, saying, “there is a place for advertising if done right“.
During EA’s Q4 2022 report, the topic of in-game advertising was raised following rumors that PlayStation and Xbox are ramping up their in-game advertising campaigns for free-to-play titles. In response, Wilson said the company wants to “making sure the player experience is the best possible we can provide“.
“What we have seen generally in entertainment media and even games, particularly mobile gaming right now, is that there is a place for advertising when done right. And there is a part of the community that, when given the choice, participates in advertising that can benefit the gaming experience“Wilson said.
In April, it was reported that Microsoft was developing a program that would bring in-game advertising to free-to-play games on Xbox. The goal of this program is to provide a revenue stream for developers, while Microsoft would take no money. In the past EA has experimented with ads in non-free-to-play games, such as Battlefield 2042 with its infamous billboards, to which players have responded negatively.
At the time, the company responded to the reports, saying: “We are always looking for ways to improve the experience for players and developers, but we have nothing else to share“.
Source: Gamespot.
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