EA is going to add advertising to AAA games. Again

The company believes that forcing its players to watch ads in games they paid for will help it grow

During the latest meeting with investors, Electronic Arts CEO Andrew Wilson announced the company's intentions to begin running advertising in its AAA games. According to Wilson, such integrations will significantly boost the company's growth.

“Advertising can be a significant growth driver for us. We now have teams that are studying how to properly connect these types of integrations with the gaming experience.” blocks in UFC 4, but then the players rebelled and the company was forced to remove the integration.