From the publisher that popularised loot boxes comes... in-game ads - didn't we do all this in in the late 2000s?

That history is worth noting, as this wouldn’t be the first time EA has dabbled in video game advertisements.

EA CEO Andrew Wilson has stated in a company earnings call that considerations towards adding advertisements into future video games are very much alive within the company.

Wilson says, “To answer your question on advertising broadly, again, I think it’s still early on that front.