EA hires Alex Dao to scale its ad network without annoying gamers
As EA expands its ad business, it’s betting on player-friendly brand experiences
Electronic Arts just added a key player to its advertising team—and he’s got a mission that’s trickier than it sounds: build out a full-blown ad network that doesn’t disrupt the gameplay experience.
Former Snap executive Alex Dao is now leading EA’s brand partnerships in a newly created role aimed at bridging the company’s creative sponsorships with its expanding ad ambitions. His hire is part of EA’s broader push to monetize its platform without alienating its loyal—and often ad-sensitive—audience.
This article explores how Dao’s appointment fits into EA’s ad strategy, what it signals for marketers eyeing gaming as an ad channel, and why EA’s first-party data could be its secret weapon.
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Here’s a table of content for quick access:
- EA brings in ad veteran, Alex Dao, to lead brand partnerships
- Why now? EA is building an ad network with player experience in mind
- What marketers should know
Patrecia Meliana
EA brings in ad veteran, Alex Dao, to lead brand partnerships
EA has appointed Alex Dao to a new leadership role that unifies the company’s creative advertising and sponsorship efforts. Dao, who most recently served as Managing Director of Global Agencies and Sales Partnerships at Snap, brings over a decade of experience from roles at Yahoo, Criteo, and Amazon.
While at Snap, Dao notably expanded the platform’s agency partner program and helped build out its brand-side sales infrastructure. Now at EA, he’s tasked with developing immersive brand experiences that won’t interfere with gameplay—a tall order in a market where gamers are quick to criticize intrusive advertising.
EA’s Senior Director of Corporate Communications, Juliet Niczewicz, said Dao “brings a wealth of experience in building and partnering with agencies and brands,” adding that the company wants to deliver ad experiences that are “meaningful, contextually relevant, and creatively powerful.”
Why now? EA is building an ad network with player experience in mind
Dao’s hiring isn’t an isolated move. It follows a strategic pivot signaled by EA CEO Andrew Wilson, who last year announced job listings that indicate plans to develop an ad network built on EA’s internal player data. That player graph—a collection of play history and user behavior—gives EA a rich first-party data source that could be invaluable for ad targeting, especially in a post-cookie world.
Still, the company faces a tough balancing act.
Ads have long been a contentious topic in gaming, where poorly integrated brand placements can alienate users. The company seems aware of the risk, and Dao’s appointment suggests EA is looking to blend ad products more seamlessly into the game environment.
Importantly, Dao appears aligned with this philosophy. In a recent interview with Ipsos’ What the Future, he emphasized that brand experiences should prioritize “happiness” and human connection over pure engagement metrics—a message that likely resonates with both gamers and marketers.
Patrecia Meliana
What marketers should know
As EA shifts toward building a formal ad network, here’s what advertisers, agency partners, and brand marketers should keep in mind:
1. Gaming is no longer just for endemic brands
With Dao at the helm, EA is likely to expand beyond traditional game-aligned partnerships. Expect new formats and placements designed for CPG, automotive, entertainment, and retail brands looking to tap into gaming’s massive reach.
2. Expect higher creative standards
Dao’s Snap background—where vertical video, AR lenses, and creative partnerships were the norm—signals EA will likely demand more customized, immersive formats rather than banner-style insertions.
3. First-party data is a major advantage
EA’s player graph could offer contextual targeting options that outperform broader programmatic tools. For marketers struggling with signal loss, this could open up new precision targeting avenues—if EA makes the data accessible enough.
4. In-game ads will need to be player-first
Any brand hoping to show up in EA games should assume a high bar for contextual relevance. EA’s positioning makes it clear: if the ad feels out of place, it won’t fly.
Strategic implications
- Platform evolution: EA is moving beyond game publishing to platform monetization.
- Ad tech competition: The move could put EA in more direct competition with ad players like Unity, Roblox, and even Amazon Ads in the gaming space.
- Creative partnerships matter: The hire reinforces that future gaming ad growth hinges on co-creation, not just media buys.
With Alex Dao joining the team, EA is making it clear: its ad strategy is about more than just inventory—it’s about integration.
For marketers, this means a new channel is opening up—but only for those willing to respect the medium and the audience. Authenticity, context, and creativity will be the new entry tickets.
EA’s next phase in ad monetization is officially underway—and it’s one that rewards marketers who play smart, not just big.
