EA is prototyping in-game ads even as we speak

/ ‘We have teams internally in the company right now,’ said CEO Andrew Wilson.

By Sean Hollister, a senior editor and founding member of The Verge who covers gadgets, games, and toys. He spent 15 years editing the likes of CNET, Gizmodo, and Engadget.

Illustration: Alex Castro / The Verge

Electronic Arts has a long, storied history of trying to wring more money out of gamers after they’ve purchased a game — now, it appears, the company’s hard at work on its next generation of in-game ads.

EA CEO Andrew Wilson admitted as much on the company’s Q4 earnings call: when an analyst asked about “the market opportunity for more

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