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 1. Games
 2. FPS
 3. Battlefield 6


AFTER CALLING THE NEXT BATTLEFIELD "ANOTHER TREMENDOUS LIVE SERVICE," EA CEO
THREATENS TO PUT ADS IN AAA GAMES

News
By Kaan Serin
published 11 May 2024

"Advertising has an opportunity to be a meaningful driver of growth for us"

 * 
 * 
 * 
 * 
 * 
 * 
 * Comments


(Image credit: EA)


Electronic Arts CEO 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," says Wilson, funnily calling the next
game "another tremendous live service." 



Battlefield hasn't embraced the live service snuff as heavily as Call of Duty or
Destiny has, but the seasonal updates and battle passes certainly make the last
few shooters qualify. Though, after coming off of Battlefield 5 and Battlefield
2042's troubled launches, I don't know if the series has ever had "another
tremendous live service" to brag about, whatever that might mean nowadays.




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 developers EA Motive were just
put to work on Battlefield - leaving the cult horror series in limbo - while the
studio set up to focus on single-player Battlefield experiences was shut down. 

LATEST VIDEOS FROM gamesradarGamesRadar+



Whatever the next Battlefield looks like, it's not in the publisher's plans for
this fiscal year ending March 2025. An EA Original game and an IP they own -
potentially Dragon Age: Dreadwolf - are coming soon, though. 



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."

2020's UFC 4 included full-screen ads for the Amazon Prime TV show The Boys, a
decision that had to be walked back after huge fan backlash. Several other EA
games have also experimented with ads in the past, such as 2004's Need For
Speed: Underground 2, where the company painted ads on the side of in-game
billboards. Getting blasted with unwanted roadside ads is part of the driving
experience, so I'd take that over literal in-game pop-ups. 


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Policy and are aged 16 or over.

Wilson also claimed that developers have a “real hunger” for AI to be
implemented into game development. 

Kaan Serin
Social Links Navigation
Freelance contributor

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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Steam



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ties back to the first Doctor

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