Programmatic media in games: the shortcut that could cost dearly

▤ Summary

This article examines Electronic Arts’ new EA Advertising initiative and its plan to bring programmatic ads into games. It argues that the approach may create backlash because players already pay for premium titles and ongoing in-game monetization, making ads feel intrusive. The piece points to past examples from EA, Take-Two, and Twitch to show how quickly communities can punish brands that interrupt the experience. It advises media buyers and leaders to be cautious and wait until the model proves organic and non-intrusive before investing heavily.

▦ Linked Companies

Amazon.com, Inc.

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Electronic Arts Inc.

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