Major game publishers’ flirtation with in-game ads has yet to blossom into a full romance in 2024 — but the question of advertising has become nearly impossible for them to avoid, as shown by Electronic Arts CEO Andrew Wilson’s endorsement of the revenue stream during the company’s earnings call earlier this month.
“Our expectation is that advertising has an opportunity to be a meaningful driver of growth for us,” Wilson said during the call. “We’ll be very thoughtful as we move into that, but we have teams internally in the company right now looking at how we do thoughtful implementations inside of our game experiences.”
His comment on in-game advertising during EA’s May 8 Q4 2024 earnings call was an off-the-cuff response to a question from Goldman Sachs analyst Eric Sheridan, not a prepared remark outlining a detailed strategy for the future. As such, it’s not surprising that an EA representative declined to speak further on the matter when reached for comment. Still, Wilson’s answer provided key insight into the growing urgency of standing up in-game ad offerings as the gaming industry’s traditional business models falter.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply