EA: Console game makers should consider in
EA is pushing for the integration of in-game advertising in console and PC games to diversify revenue streams. Industry experts suggest this shift is necessary to combat rising development costs without increasing game prices.
Why it matters
Signals a potential shift in the business model of the gaming industry, impacting both developers and players.
Playback speed × Share post Share post at current time Share from 0:00 0:00 / Generate transcript A transcript unlocks clips, previews, and editing. 6 EA: Console game makers should consider in-game ads during development EA’s ad boss Alexander Dao joins us on today’s Show Christopher Dring Jul 16, 2026 6 Share Transcript Listen now on Apple , Spotify or YouTube
Hello and welcome back to The Game Business. I hope you’re having a pleasant week.
Today, we’re discussing advertising within PC and console games.
It was back in February when Matthew Ball (in his pre-Xbox days) pointed to in-game advertising as a potentially big opportunity for PC and console titles. On the mobile side, in-game advertising generated around $55 billion of revenue in 2025 (excluding China), whereas very little is generated from PC and console titles.
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