EA CEO Says Devs Feel “Hunger” for Using AI & Talks about In-Game Adds

“As we think about the many, many billions of hours spent, both playing, creating, watching, and connecting and where much of that engagement happens to be on the bounds of a traditional game experience, our expectation is that advertising has an opportunity to be a meaningful driver of growth for us,” Wilson said. “We’ll be very thoughtful as we move into that, but we have teams internally in the company right now looking at how do we do very thoughtful implementations inside of our game experiences.”