Electronic Arts is betting that in-game ads can out-earn CTV
Electronic Arts has launched EA Advertising, a specialized division designed to monetize its gaming ecosystem through native in-game advertising. By developing a proprietary ad-tech stack rather than renting third-party platforms, the publisher gains complete control over brand safety and ad delivery. Gaming environments offer lean-forward audience engagement that passive connected television platforms struggle to replicate. With highly coveted Gen Z and Millennial audiences spending billions of hours playing interactive titles, in-game advertising is rapidly positioning itself as a high-yielding media channel capable of outperforming traditional video formats.