00:00EA has just announced a new way to put ads directly into its games.
00:05It's called EA Advertising, and it lets brands integrate into gameplay with dynamic, real-time
00:12ad placements, think sponsor logos on stadium boards in EA Sports FC, branded content and
00:18even custom in-game experiences like Vans shoes in Skate and coach clothes and accessories
00:24in The Sims.
00:25EA says the goal is to enhance, not disrupt, the player experience, but when a company
00:31says it's bringing ads directly into gameplay, it's hard not to hear alarm bells.
00:36The announcement has already raised questions about how far these integrations could go in
00:41the future.
00:42What do you think?
00:43Are realistic sponsorships fine if they're just part of the game's world, or is this
00:48a step too far?
