EA is prototyping in-game ads even as we speak

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 dynamic ad insertion across more traditional AAA games,” he said the company’s already working on it.