How EA Sports Connects CTV Ad Budgets to In-Game Advertising

Are media buyers overlooking the most engaging screen in the living room? Alexander Dao from EA Sports explains why marketers should stop treating console gaming as an isolated niche and start viewing it as a powerful extension of Connected TV (CTV) and sports sponsorships. Dao breaks down how brands—both existing sports partners and non-endemic advertisers—can utilize in-game environments to turn passive TV viewing into lean-forward interactive engagement.