05 Jul 2021 2:52 PM +00:00

EA Responds To Reports It Plans To Introduce TV Ads Into Games

Electronic Arts (EA) has been under fire for planning to introduce TV-style adverts into their video games; a report that EA has now debunked.

Axios introduced a report detailing EA’s successful deal with Simulmedia. Simulmedia have developed playerWON, an in-game advertising platform that displays targeted TV-like ads within video games. In return for viewing these advertisements, in-game rewards or currency are made available.

Due to this agreement, it was immediately assumed that EA could introduce these features into their upcoming games like FIFA 22 or the highly anticipated Battlefield 2042, but the company has responded to the reports.

Read More: Battlefield 2042: Latest News & Everything You Need To Know

EA Responds To Reports It Plans To Introduce TV Ads Into Games

However, EA has denied this report. Speaking to PC Gamer, they stated:

"Following incorrect reports suggesting that we are looking to introduce 'TV-style' commercials into our games, we wanted to clarify that in-game advertising for console games is not something we're currently looking at, or have signed any agreements to implement. Creating the best possible player experience remains our priority focus."
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After a contentious 54-page report leaked earlier this year, it was implied that EA drove players towards purchasing in-game microtransactions like loot boxes and FIFA points. This report was also debunked, in which EA’s PR team reported that “we do not ‘push’ people to spend in our games”.

While a similar issue of in-game advertising was also addressed by EA last year. The company implemented in-game adverts while matches in UFC 4 played out. They eventually removed these adverts after a short stance.

Hopefully, EA will be able to turn the public’s attention towards their future showcase of games ahead of their live stream event, EA Play Live, on July 22.