EA launches new division to bring real-world ads to its games
藝電（EA）成立新部門，旨在將現實世界的廣告引入其遊戲中
更新於: 2026年6月16日 上午11:15
Electronic Arts (EA) has launched a new division, EA Advertising, to integrate real-world brand advertisements into its gaming environments.
美商藝電(Electronic Arts，簡稱EA)成立了一個新部門「EA廣告」，旨在將現實世界的品牌廣告整合至其遊戲環境中。
Aiming for sustainable growth, EA is shifting from traditional sales models toward dynamic, in-game advertising.
為了追求永續成長，EA正從傳統銷售模式轉向動態的遊戲內廣告。
This technology allows for real-time, 3D ads that EA claims will enhance player immersion rather than disrupt it.
這項技術能實現即時的3D廣告，EA聲稱這不僅不會中斷玩家的沉浸感，反而能進一步提升體驗。
The platform targets EA’s vast audience of over 120 million monthly active players, utilizing advanced data tools to track engagement.
該平台鎖定EA每月超過1.2億名的活躍玩家，並利用先進的數據工具來追蹤互動情況。
However, the initiative has met with skepticism.
然而，這項計畫也面臨質疑。
Many players, who already pay for full-priced titles and subscriptions, view these ads as an unwelcome addition to their premium gaming experience.
許多已經付費購買全價遊戲並訂閱服務的玩家，將這些廣告視為高額付費遊戲體驗中不受歡迎的額外添加物。
While EA insists these placements are carefully curated, the industry will be watching closely to see if they can balance revenue goals with player satisfaction, given the community pushback experienced during their previous attempts at in-game advertising.
雖然EA堅持這些版位經過精心篩選，但考量到過去在遊戲內廣告嘗試中曾引發的社群反彈，業界將密切關注他們能否在營收目標與玩家滿意度之間取得平衡。
