EA Considers Ads in Games: Will It Affect Prices or Your Experience
From Electronic Arts’ recent Financial Report held on 7th May 2024, EA’s CEO Andrew Wilson discusses an idea that many gamers have not taken kindly to. Certainly aimed at reassuring their investors, Andrew talks about the idea of expanding the implementation of advertisements within their AAA games. However, not many are digesting this well, seeing it as a negative change for the AAA industry, turning to indie and AA games or services like Xbox Game Pass instead.
In-Game Ads – EA CEO’s Idea
Andrew Wilson discusses Electronic Arts’ inclination to implement “dynamic ad insertion” within their games, games that would be AAA titles. Andrew tries to embellish the speech more to encourage investors, promising company growth. He promises, he says, an implementation designed and created specifically for EA’s games. An idea that EA itself is certainly not unfamiliar with, and has certainly had a rather bitter experience as well.
Clear examples certainly include UFC4 from 2020, where a popup for the Amazon series The Boys appeared during gameplay, removed after deep criticism and community outrage. But there are also other episodes dating back to as early as 2008, mostly something born from a contract with an advertising company to plaster EA games with ads. Such as the case of Obama’s 2008 presidential elections with Burnout Paradise and Battlefield 2142 in the form of in-game campaign posters. But also more “accepted” examples with sports titles infested with billboards like their real-world counterparts.
Ads in AAA Games – Community Against Industry Giants
EA is certainly no stranger to wanting to implement annoying and anti-consumer mechanics and is always surrounded by various criticisms that often result in lawsuits related to the world of microtransactions. Heavily present in their sports games and heavily lucrative for the company. The company, just two months ago, cut 5% of its workforce (about 600 people) but certainly hasn’t lost profit margins to justify such cuts. It is certain that EA is not alone in thinking this way; perhaps even worse is 2K, always with sports-themed games, such as the case of NBA 2K21 continuing the trend started with NBA with the previous version but still wanting to advertise in-game. But even Ubisoft itself with advertisements in the middle of Assassin’s Creed Odyssey to try to sell, at the time, the new Assassin’s Creed Mirage.
Actions increasingly criticized by gamers, tired of paying higher prices for AAA games, with content cut from the base version and resold in Deluxe and Premium editions, and now with the fear of having to endure ads during gaming sessions. While options like Xbox Game Pass become increasingly more popular with a reasonably priced subscription and an extensive library of games. As well as indie and AA games on Steam and consoles thanks to the absence of these elements.
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