During a recent earnings call, EA CEO Andrew Wilson was asked about the possibility of "dynamic ad insertion" within the company's AAA titles. Wilson responded by saying that while it's still early, EA sees advertising as a possible "meaningful driver of growth." He emphasised that the company wants to be "thoughtful" about how ads could be implemented into its games and that internal teams are currently exploring ways to do so. This is not the first time EA has experimented with in-game ads.