Electronic Arts has seized the opportunity to showcase its advertising capabilities with the launch of “EA Sports College Football 25,” its first college football game in over a decade.
This game, which was released last month, has been a significant commercial success, with over 5 million units sold at a base price of $69.99, generating more than $500 million in revenue. The release marks a major milestone for Electronic Arts as it aims to explore new avenues for in-game advertising.
The game’s launch comes on the heels of Electronic Arts’ Q4 2024 earnings call, during which CEO Andrew Wilson indicated a strategic focus on expanding in-game advertising. As part of this initiative, the company has been bolstering its ad tech team and looking for opportunities to attract brand partnerships.
“College Football 25” serves as a platform for EA to demonstrate its advertising potential to brands interested in integrating their messages within the game.
One notable partner in this endeavor is Discover, which has integrated its branding into the game in ways that align with typical college football elements, such as impact player lists and halftime stat graphics.
Jennifer Murillo, Discover’s CMO, emphasized that the partnership fits seamlessly with the company’s existing engagement with college football. Discover has long been involved with the sport through sponsorships and fan experiences, making this integration a natural extension of their marketing strategy.
Murillo also discussed how Discover measures the success of its in-game advertising efforts. Rather than focusing solely on immediate metrics like traffic numbers, the company views this partnership as part of a broader, long-term strategy.
The presence in the game is expected to enhance brand visibility and reinforce its connection to college football, which Discover has cultivated over years of engagement.
The integration of Discover’s branding in “College Football 25” is designed to be unobtrusive and relevant, mirroring the natural presence of brands in actual football broadcasts.
Murillo recounted that her sons, who are high school football players, noticed the branding as expected, underscoring the seamless nature of the integration. This approach contrasts with potential challenges EA might face when applying similar advertising strategies to other types of games, where brand integration may not align as closely with the game’s content or audience expectations.
