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Connecting brands to highly engaged audiences through an exclusive EA SPORTS Partner Program, in-game integrations, creative partnerships, and scalable advertising capabilities across EA’s global portfolio Electronic Arts Inc. (NASDAQ: EA), the global leader in interactive entertainment, today...
news.ea.com
- Brand Partnerships and Gameplay Integrations: EA Advertising partners directly with brands and agencies to create custom integrations designed for specific games and audiences. These collaborations bring brands into the experience through interactive moments, like in-game challenges, reward-driven objectives, and branded content. Brands can also opt into customizations like curated vanity items. Each integration is designed to reflect how fans engage with sports, games and culture, helping drive deeper engagement and brand connection.
- Ad Units in 3D Sports Simulations: Advertisers can now reach fans through native ad units in select EA SPORTS games, including digital ad boards, scoreboards, and brand broadcast overlays. Ads are dynamically served within the 3D environment, with impression measurement aligned to IAB standards for greater targeting and consistency.
- Enhanced Targeting and Measurement Capabilities: Brands can connect with relevant audiences across EA’s franchises using advanced targeting powered by EA’s new proprietary ad server and SDK, custom built for EA’s Frostbite game engine. Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights. EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards in partnership with Integral Ad Science.
- EA SPORTS Partner Program: As part of EA Advertising, the EA SPORTS Partner Program introduces a new model for how brands participate in sports culture—moving beyond traditional sponsorship into co-created fan experiences built in, around, and beyond the game. Designed as a premium ecosystem for a select group of official partners, the program gives brands access to one of the world’s most engaged sports communities through opportunities ranging from live events like EA SPORTS Presents Madden Bowl and franchise tentpole moments such as Ratings Reveals, to in-game integrations, live service activations, creator tools, social play experiences, and community-driven programs. The program also extends into broader cultural and athlete-driven initiatives, including GEN / EA SPORTS, the company’s next-generation athlete platform focused on shaping the future storytelling and participation across sports fandom.
Several studios in Microsoft Corp.’s Xbox gaming division, including Montreal-based Compulsion Games and San Francisco-based Double Fine, are in active negotiations to spin off as they try to thwart closure, according to people familiar with the company’s plans.
Cambridge, England-based Ninja Theory, the maker of
Hellblade, is also in conversations with Xbox, as are several other studios across the portfolio that are at risk of being shuttered.
The studios may still have the opportunity to buy themselves back from Xbox and go independent, although many employees will likely lose their jobs as a result.
And in other news:
Avowed 2 is reportedly in development at Obsidian Entertainment with a new director leading the fantasy RPG.
frvr.com
A sequel to the 2025 Xbox RPG, Avowed 2 is reportedly in early development at the studio, according to former employee and RPG legend Chris Avellone.
Avellone, who co-founded the studio in 2003, revealed on Twitter that the game is in early development. However, the original game’s director Carrie Patel, is no longer helming the sequel.
On the social media platform, Avellone revealed that “formerly ‘safe’ studios now are telling employees they aren’t sure how the management changes will impact the studio”.
At the time of writing, according to multiple outlets, Xbox is planning to close three studios: Compulsion Games, Double Fine, and Ninja Theory. However, Avellone suggests that more could be on the chopping block.
With that in mind, Avellone explained that Obsidian is working on multiple projects. Alongside continued support for Grounded 2, Obsidian is working on Avowed 2 alongside “non-Avowed titles” that are ramping up production.
Some assumed that Fallout New Vegas lead and Pillars of Eternity co-creator Josh Sawyer was set to helm the upcoming sequel. However, Avellone revealed that this has changed with Neverwinter Nights 2: Mask of the Betrayer creative lead George Ziets now spearheading the project.
“He [Sawyer] isn’t leading Avowed 2 any more than he did the first one (which he initially seemed distanced from until the final months, prob[ably] to inspire purchaser confidence),” Avellone said. “Also, the IP was intended as a joint effort across the company, but that didn’t last long.”
“Before you get too disappointed, George Ziets is believed to be heading up the creative,” he continued, “and George is pretty great in all respects.”
