Electronic Arts Vice President of Advertising and Sponsorships Alex Dao has said that game developers should treat in-game advertising as an essential part of the game development process.
The proposal comes as the gaming industry continues to undergo significant changes, including the rapid adoption of artificial intelligence, the gradual shift away from physical game releases by major publishers, and widespread layoffs and corporate restructuring. These trends have pushed studios to explore new ways of maintaining financial stability.
Speaking to The Game Business, Dao said that in-game advertising presents major opportunities for both upcoming titles and existing live-service games. He pointed to the upcoming free-to-play console title Skate as an example of where the model could be particularly effective.
According to Dao, designing games with advertising and brand integration in mind from the earliest stages of development would make sponsored content feel more natural while giving developers greater flexibility to update or replace brand partnerships over time.
Previously, Bethesda Game Studios officially announced that Fallout 5 has entered the pre-production stage.