The theme of advertising within video games has been explored and applied, still in a partial way, while Electronic Arts announces that it wants to find a system to actively insert them, even in AAA games sold at full price.\r\nIt did so in annual report on financial results, in which Electronic Arts hinted at its plans for monetization and, specifically, the inclusion of advertising within its video games.\r\nAfter a question relating to the topic, CEO Andrew Wilson explained how the company is working on “the dynamic insertion of advertisements into more traditional AAA games”.\r\nThe idea seems to be already being studied, but at the moment Wilson declares that it is still early on that front , and the company will be very careful about implementing ads.\r\nWilson said:\r\n\r\n”Right now we have teams within the company that are trying to do very thoughtful implementations around the inside our gaming experiences.”\r\n\r\nIn the same comment, Wilson expressed his thoughts on advertising\