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Windows Central
Windows Central
Technology
Brendan Lowry

"We’re helping brands become part of those moments": EA just made an entirely new division for putting ads in its games, and they're already here

EA SPORTS Electronic Arts Advertising Red Bull
An official screenshot of EA Sports College Football 27 showing in-engine capture of the game.

If you've been dreading the seemingly inevitable arrival of advertisements for real-world businesses and products within video games like I have, than I've got some bad news for you: Electronic Arts (EA) just took a massive step forward in that department with the creation of EA Advertising, a new division at the publisher.

Announced on Monday morning in a press release, EA Advertising is "a new platform transforming how brands connect with audiences through digital and real-world experiences across its global portfolio of games." So, in other words: in-game ads.

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