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Brian Steinberg
Senior TV Editor
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Courtesy of Electronic Arts Electronic Arts, the maker of interactive sports gaming favorites like Madden NFL and EA Sports FC, wants to get in on a different kind of contest: winning dollars from advertisers focused on sports.
The videogame giant has launched EA Advertising, a new platform it hopes will lure advertisers who are increasingly putting their marketing money behind traditional sports programming.
“The most passionate sports fans, they’re gamers. And when they game and when they play our games, it fuels their fandom for sport. It’s building new fans for the sport, and it’s really creating this ecosystem,” says Alex Dao, vice president of advertising and sponsorship at EA, during a recent interview. “And so we saw a massive opportunity to start to bring more of those brands that you typically see in a sports environment back into our game,”
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