EA announced it'd be creating a whole new platform for advertising last month, something I'm sure has you so excited you're jumping out of your seat and clicking your heels. You might be potentially doing a little dance and saying 'yipee!' Personally speaking, the very thought exhausts me, though Alexander Dao, EA's vice president of advertising and sponsorship, at least has somewhat of a measured stance towards it.
That's via an interview with The Game Business. In it, Dao says that ads in games are "a huge opportunity, not just for EA but broadly, because most of the games that have been around for a while, building the advertising experience is really retrofitting it in."
