Is EA going away from in-game advertising? According to Edge, they might be.
"In-game advertising has not delivered the expected levels of revenue, with microtransactions proving far more lucrative for EA.
The publisher’s general manager of free-to-play, Ben Cousins, told us: “We actually aren’t getting much from ad revenue at all. The in-game advertising business hasn’t grown as fast as people expected it to.”
He points to the success enjoyed by Zynga, the publisher that has enjoyed huge revenues from microtransactions in its Facebook games, as evidence of his claim. “If you think about how fast the virtual goods business has grown in the last year or so, it’s been much quicker and become a much more reliable source of revenue."