After calling the next Battlefield "another tremendous live service," EA CEO threatens to put ads in AAA games
May. 11, 2024“Advertising has an opportunity to be a meaningful driver of growth for us”
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Electronic ArtsCEO Andrew Wilson made a string of controversial statements in the company’s most recent earnings call, with potential in-game ads and comments about the next Battlefield raising some eyebrows.
Battlefield might not be the Call of Duty rival that it once was following a string of divisive releases, but Wilson was eager to hype up the next entry in the large-scale, levelutionized series. “I’ve just spent a whole bunch of time with the collective Battlefield team,“saysWilson, funnily calling the next game “another tremendous live service.”
Regardless, Wilson still boasts that “the largest Battlefield team in franchise history” will “build a Battlefield universe across connected multiplayer and single-player experiences.” The Dead Space remake developersEA Motive were just put to work on Battlefield- leaving the cult horror series in limbo - while thestudio set up to focus on single-player Battlefield experiences was shut down.
What was perhaps more controversial was Wilson’s comments about implementing advertisements into traditional, AAA games. “Advertising has an opportunity to be a meaningful driver of growth for us,” he continued, “…we have teams internally in the company right now looking at how we do very thoughtful implementations inside of our game experiences.”
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Wilson also claimed that developers have a “real hunger” for AI to be implemented into game development.
Kaan freelances for various websites including Rock Paper Shotgun, Eurogamer, and this one, Gamesradar. He particularly enjoys writing about spooky indies, throwback RPGs, and anything that’s vaguely silly. Also has an English Literature and Film Studies degree that he’ll soon forget.
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