Electronic Arts Inc. (NASDAQ: EA) announced the launch of EA Advertising, a platform that enables brands to integrate directly into gameplay and live experiences across its game portfolio.

The platform allows advertisers to place dynamic, real-time advertisements within games, including stadium signage and custom in-game content. EA reported reaching more than 120 million players monthly during fiscal year 2026.

EA Advertising offers several advertising formats including brand partnerships, ad units in 3D sports simulations such as digital scoreboards and broadcast overlays, and enhanced targeting capabilities through a proprietary ad server built for EA's Frostbite game engine. The company partnered with Integral Ad Science for measurement standards.

"Players come to EA's games and live experiences every day to play, watch, create and connect," said David Tinson, Chief Experiences Officer at Electronic Arts. "That gives brands a meaningful opportunity to show up in ways that add value and respect the player experience."

The platform includes the EA SPORTS Partner Program, designed for select official partners to access sports communities through live events, in-game integrations, and community programs.

EA has completed partnerships with several brands including Visa for EA SPORTS FC and EA SPORTS College Football, Lowe's integration across multiple titles that generated 987,000 games played, and Red Bull's EA SPORTS FC collaboration that resulted in 128 million matches played. Mountain Dew created a custom university experience in EA SPORTS College Football 26.

The company reported GAAP net revenue of approximately $7.5 billion in fiscal year 2026. EA develops games for consoles, mobile devices, and personal computers, with franchises including EA SPORTS FC, Battlefield, Apex Legends, and The Sims.