EA, meanwhile, offers advertisers the attention of users who are fully engaged with the gaming experience. Without commercial breaks and with a controller, rather than a phone, in their hands, gamers provide these brands with rapt attention.
They also log serious hours on their favorite titles. Every day, players account for 1.2 billion EA Sports FC matches and complete 23,000 full NFL seasons in Madden, according to the company. They also increasingly notch these hours on the holy grail of screens: the television.
“If you think of mediums like CTV, that is a big surface, but you are also on your phone,” Dao said. “When you’re gaming, you’re fully tuned in. If brands are showing up in the right way, they are engaging with highly leaned-in environments.”
