Electronic Arts is bundling its games to make a bigger pitch to advertisers
The gaming company is betting that giving brands access to multiple franchises in one buy will help it win bigger advertising budgets.
Electronic Arts (EA) is making a significant push to attract advertisers by bundling its games during the holiday season. The company is treating its ad business as a real unit rather than a side project, and is testing the waters during this crucial period for media owners. Four months after launching its ad business, EA is now rolling out "Moments of Play," a single-buy package that integrates ads within premium gaming environments.
This package offers brand integration opportunities across EA's portfolio, allowing companies to connect with highly engaged players across their popular franchises. Starting from the 2026 holiday period, the offering will cover top EA Sports titles like FC 27, College Football 27, and Skate. The company plans to extend this strategy to other key moments throughout the year, including major sports events and upcoming game launches.
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