Electronic Arts (EA), the publisher behind sports gaming hits such as Madden NFL and EA Sports FC, is stepping up efforts to attract advertising dollars traditionally spent on sports broadcasts.

The company has launched EA Advertising, a platform that allows brands to reach sports fans through in-game experiences and advertising opportunities.

EA Targets Sports Fans Through Gaming

EA believes gamers represent some of the most engaged sports audiences. The company wants to help brands connect with them in a more interactive way.

“The most passionate sports fans, they’re gamers. And when they game and when they play our games, it fuels their fandom for sport. It’s building new fans for the sport, and it’s really creating this ecosystem,” said Alex Dao, vice president of advertising and sponsorship at EA.

“And so we saw a massive opportunity to start to bring more of those brands that you typically see in a sports environment back into our game.”

The new platform lets advertisers place branded content directly inside games. Brands can display signs in virtual stadiums or create custom experiences for players.

Lowe’s and Visa have already partnered with EA on projects tied to EA Sports FC and EA Sports College Football. Mountain Dew recently launched “DEW University,” a playable team experience in EA Sports College Football 26.

Launch Comes During Advertising Battle

EA unveiled the platform as media companies compete for advertising commitments during the annual upfront season.

Many broadcasters now rely heavily on sports content to attract marketing budgets. Industry buyers say upfront spending has softened, increasing competition for available ad dollars.

Interactive Advertising Opportunity

Dao said gaming gives brands a different way to engage sports fans.

Gaming offers “ a different opportunity for brands to get in front of the most passionate sports fans, but to do so in a way that isn’t passive,” he said.

TV viewers, he noted, are often “on your phone at the same time.” By contrast, EA’s games “are very interactive entertainment experiences and allow brands to participate in that interactivity.”

Making In-Game Ads Easier

Dao acknowledged that advertising partnerships in games often require extensive customization.

“It has been tougher,” he said.

EA aims to simplify the process through a new interface that helps brands place and remove ads more easily while measuring audience impact.

“What we’re building towards is making it as frictionless as possible,” the executive added.