EA, of course it has to be EAIt took them a while, but we're finally here.
EA have been trialling a system using adverts in games. They have signed on with Simulmedia, who create ad-placement in software and after a successful trial in Smite, EA will roll it out to their other games.
Source here: This company is putting video ads in games, and EA has already signed up
This goes along with Phil Spencer's assertation that he will look to put adverts on the Xbox as part of the "experience."
Sadly, this other source states that it will be truly cross-platform, including PC, Xbox and PS5:
Already very present on mobile games, advertising should be invited in the future on video games for PC and consoles. Advertising spots that will allow players to win rewards. And brands to hit younger targets. Ads were already commonplace on mobile games. But they were absent from the titles...hitechwiki.com
I work hard all day, come home, spend some time with the wife and kids and every couple of days, I get an hour or two leisure time. I'm not prepared to have adverts beamed at me when I am trying to have some quality time to myself. It's ******* intrusive and you can't do anything without being bombarded by adverts, for fucks sake, leave me alone.