Electronic Arts CEO Andrew Wilson confirmed the company is considering putting ads in traditional Aaa Games, which players purchase for around $70 apiece. During EA's latest earnings call, Wilson said, "Advertising has an opportunity to be a meaningful driver of growth for us," and that teams are looking at how to thoughtfully implement ads within game experiences. In-game advertising is not new, with the first recorded instance dating back to 1978. As the gaming industry is expected to grow to $583 billion by 2030, in-game ads are seen as a natural progression. However, player reception depends on the placement and unobtrusiveness of the ads. EA has faced backlash in the past for poorly placed ads, such as full-screen promotions for a TV show in UFC 4, which disrupted gameplay. The company has been experimenting with dynamic ads since 2006, with titles like Need for Speed Carbon and Battlefield 2142 among the first to feature them.

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