Uploaded June 2026 | Updated September 2026, 2 weeks ago
Investors wanted ads inside games. EA has now launched the platform to make that real. Most players don’t keep spending after buying the game, so publishers are looking at another customer entirely: the brands who want access to you. That can be harmless when it fits the world. It can also get grim very quickly.
Join us at http://bellular.games for early access content, 20 editions of 'Loading Screen' a month and to support our team!
00:00 EA Just Shipped It
01:05 The Freeloader Problem
02:53 Where Brands Come To Play
05:19 Bond, [Advert Here] Bond
10:14 The Line They Can’t Cross
Sources:
fool.com/earnings/call-transcripts/2024/05/07/electronic-arts-ea-q4-2024-earnings-call-transcrip
gamedeveloper.com/game-platforms/iga-launches-in-game-ads-for-ea-s-i-burnout-paradise-i-
thecybersecguru.com/news/rockstar-games-snowflake-breach
gtaforums.com/topic/1004190-gta-vi-delayed-to-november-19-2026/page/580/#comment-1072663072
matthewball.co/all/presentation-the-state-of-video-gaming-in-2026
businesswire.com/news/home/20260615782397/en/Electronic-Arts-Introduces-EA-Advertising-Launching-Brands-Directly-Into-Gameplay-and-Live-Experiences
ea.com/en/games/the-sims/the-sims-4/news/lady-bridgerton-kits-and-event
coca-cola.com/gb/en/offerings/zero-caffeine-anytime-refreshment
eurogamer.net/in-one-trailer-io-interactive-has-totally-proven-it-gets-bond-and-its-all-about-the-salivating-consumerism
theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground
https://x.com/NBA2K/status/1318618431848026112
Investors wanted ads inside games. EA has now launched the platform to make that real. Most players don’t keep spending after buying the game, so publishers are looking at another customer entirely: the brands who want access to you. That can be harmless when it fits the world. It can also get grim very quickly.
Join us at http://bellular.games for early access content, 20 editions of 'Loading Screen' a month and to support our team!
00:00 EA Just Shipped It
01:05 The Freeloader Problem
02:53 Where Brands Come To Play
05:19 Bond, [Advert Here] Bond
10:14 The Line They Can’t Cross
Sources:
fool.com/earnings/call-transcripts/2024/05/07/electronic-arts-ea-q4-2024-earnings-call-transcrip
gamedeveloper.com/game-platforms/iga-launches-in-game-ads-for-ea-s-i-burnout-paradise-i-
thecybersecguru.com/news/rockstar-games-snowflake-breach
gtaforums.com/topic/1004190-gta-vi-delayed-to-november-19-2026/page/580/#comment-1072663072
matthewball.co/all/presentation-the-state-of-video-gaming-in-2026
businesswire.com/news/home/20260615782397/en/Electronic-Arts-Introduces-EA-Advertising-Launching-Brands-Directly-Into-Gameplay-and-Live-Experiences
ea.com/en/games/the-sims/the-sims-4/news/lady-bridgerton-kits-and-event
coca-cola.com/gb/en/offerings/zero-caffeine-anytime-refreshment
eurogamer.net/in-one-trailer-io-interactive-has-totally-proven-it-gets-bond-and-its-all-about-the-salivating-consumerism
theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground
https://x.com/NBA2K/status/1318618431848026112
