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Electronic Arts has officially launched EA Advertising, a new team that will bring ads directly into EA games and live events. EA says ads will be integrated into gameplay through real-time placements, such as stadium billboards, sponsored content, and other branded experiences. The company says these ads are meant to “enhance, not disrupt” the player experience. The first focus will be on EA Sports games, where advertising already exists in real-world sports. EA says brands including Visa, State Farm, Chime, Coach, Vans, and Lowe’s have already worked with the company.

Electronic Arts reported a record fiscal year 2026 -Net bookings reached a new record of $8.026 billion, up 9% from last year. -Net revenue was $7.531 billion, up 1%. -Cash from operations rose 23% to $2.553 billion. What drove the record: >Battlefield 6 ( had the best full year in franchise history and was the top-selling shooter of 2025. >The EA Sports FC portfolio grew by a few percent in net bookings >Apex Legends had its best Q4 net bookings of the year and more than 10% growth for the full year. EA CEO: “Driven by our talented teams and disciplined execution, we delivered a record FY26, highlighted by the incredibly successful launch of our iconic Battlefield franchise.” Q4 net revenue grew 12% to $2.12 billion, with net bookings at $1.864 billion. Net income was $887 million.