• Electronic Arts clarified that it did not sign a deal with playerWON to integrate ads into its games
  • Some form of ad system could potentially be implemented by EA for its eventual entry into the mobile game market
  • An EA representative said that maintaining player enjoyment is at the top of their priorities

Electronic Arts denied claims that suggested the company intends to insert TV-style in-game ads in their video games, a move that made many fans of the tech giant’s games worried over possible disruption of their gaming experience.

Last week, Axios reported that Electronic Arts signed a contract with game advertiser playerWON, which is owned and operated by Simulmedia. However, an EA spokesperson recently denied that the company had any intentions to include ads in their games.

“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 are currently looking at, or have signed any agreements to implement,” EA’s spokesperson said, according to PC Gamer.

EA’s denial of its supposed plans to advertise in its console games should be enough to reassure players, especially those who found EA’s previous “UFC 4” fiasco to be troubling. But this may not immediately clear the company from the scrutiny of its fanbase.

UFC 4 introduces several improvements over its predecessors, including a better grapple and takedown system
UFC 4 introduces several improvements over its predecessors, including a better grapple and takedown system Electronic Arts

Back in June, Electronic Arts acquired Playdemic, a studio that specializes in mobile games development, in an attempt to bolster the company’s presence in the mobile market. In-game advertising is one of the primary sources of income for mobile game developers, so it’s possible that EA will implement some sort of ad system in its future mobile games assuming they’re free-to-play.

Additionally, EA’s statement explicitly said that the company currently isn’t planning to implement in-game advertising for its console games, which leaves the possibility for such to happen in the future. Moreover, the company did not mention PC and mobile games in its statement.

Simulmedia’s executive vice president Dave Madden told Axios last week that they struck a deal with both Electronic Arts and the Tencent-owned Hi-Rez Studios, the developers behind “Smite” and “Paladins.”

As of yet, it’s unclear if there was some form of miscommunication between the involved parties. However, EA reassured players that it doesn’t want to spoil any of the fun that fans are having with their games.

“Creating the best possible player experience remains our priority focus,” the EA spokesperson said at the end of their statement.