Electronic Arts transforms FC stadiums into billboards for brands

The core of the project lies in the native and non-invasive integration of advertising within the three-dimensional game environment. By taking advantage of a proprietary advertising server and a special software development kit designed for the Frostbite graphics engine, partner companies will be able to insert dynamic adverts directly on digital scoreboards, on big screens and in the broadcast graphics of virtual stadiums. This approach aims to faithfully replicate the visual dynamics of real-world sporting events, while ensuring transparency and measurement of impressions according to international industry standards from the IAB, in collaboration with Integral Ad Science.

The commercial strategy extends beyond traditional static spaces through the EA Sports Partner Program, a premium sponsorship model that involves the co-creation of thematic challenges and personalized content. The first field campaigns have already involved global brands such as Visa, Red Bull and Lowe’s, capable of generating millions of active interactions through specific objectives included in the Ultimate Team mode. In recent titles like EA Sports College Football 26, brands like Mountain Dew have even introduced fully customized structures and arenas, confirming the transition of gaming marketing towards direct participation within contemporary pop and sports culture.