EA CEO Andrew Wilson confirmed the company is considering putting ads in traditional AAA games — titles that players purchase up-front for around $70 apiece. In the Q&A part of EA’s latest earnings call, Eric Sheridan from Goldman Sachs asked Wilson about dynamic ad insertion in traditional AAA games. Wilson said, "…Advertising has an opportunity to be a meaningful driver of growth for us." He then continued, "…we have teams internally in the company right now looking at how we do very thoughtful implementations inside of our game experiences."