# "It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"

> It sounds as though EA's being careful, for now, about which brands can advertise in its games. Last month, EA announced a new advertising platform allowing brands to hawk their wares to potential customers from…

- **Source:** [Eurogamer](https://www.eurogamer.net/ea-in-game-advertising-opportunity?utm_source=gearopen.com&utm_medium=referral&utm_campaign=feed&utm_content=6a5920f86aa54428f0f31f8d)
- **Published:** 2026-07-16
- **Category:** Gaming
- **Tags:** #game #advertising #brands #directly #done #huge #opportunity #properly
- **Canonical:** http://localhost:4321/a/6a5920f86aa54428f0f31f8d

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_GearOpen's distilled summary. The full original article is published at Eurogamer (source link above); GearOpen does not republish the source's full text._