EA vs KRAFTON

Accessible Games Initiative Tags is now available on EA platforms

EA announces the availability of Accessible Games Initiative Tags on its platforms, a new feature to help players identify accessible games.

EA Sports Launches Ad Platform with Dynamic In-Game Ads

In an interview with State of Streaming, Alexander Dao of EA Sports discusses the official launch of EA's advertising platform, which brings dynamic, targeted brand experiences to popular sports titles like FC. The platform offers real-world sponsorships in authentic in-game environments, with capabilities for dynamic ad boards and broadcast placements that can be targeted by region and duration. Case studies highlight successful activations with Visa, Red Bull, and Domino's, demonstrating engagement and measurement. EA has partnered with the IAB to standardize impression reporting and uses brand lift studies and social listening to measure impact. The interview underscores gaming as a growing attention medium, particularly among younger generations who engage deeply with sports through interactive play.

• EA Sports has officially launched its advertising platform with dynamic in-game ad capabilities.
• The platform features dynamic ad boards and broadcast placements, allowing targeting by region and duration.
• Case studies with Visa, Red Bull, and Domino's showcase interactive brand activations within EA Sports games.

EA Co-Founder Bing Gordon on Mobile Miss, Zynga, AI

In an interview, EA co-founder Bing Gordon reflects on why EA missed the mobile gaming boom, attributing it to risk aversion and slow decision-making. He contrasts this with Zynga's rapid experimentation and success in social gaming. Gordon discusses lessons learned, including the importance of social loops and product management. He also comments on the current investment climate, noting that venture capital has shifted towards enterprise and AI. He advocates for 'AI fluent' staff in game development, but cautions against one-shot game design, emphasizing human judgment in iterative creation. The interview coincides with the launch of his book 'Everybody Wins'.

• Bing Gordon co-founded Electronic Arts in 1982 and served as chief creative officer until 2008.
• Gordon was a partner at Kleiner Perkins and a board member at Zynga until Take-Two acquired the company in 2022.
• Gordon's book 'Everybody Wins' is co-authored with Chloe Gordon and releases on October 29.

Netflix developing live-action 'PUBG' series with Donald Glover

Netflix is developing a live-action adaptation of Krafton's battle royale game PUBG. Emmy winner Donald Glover will write, direct, executive produce, and star in the series, with his brother Stephen Glover attached as writer and executive producer. The project follows lengthy negotiations between Netflix and Krafton. Other executive producers include Michael Schaefer of Neon TV, Fam Udeorji of Gilga, and Krafton's LV3H division executives Taeseok Jang and Sujin Lee. PUBG, first released in 2017, has set seven Guinness World Records. This live-action series is part of Netflix's growing slate of video game adaptations, which includes projects like Assassin's Creed, Gears of War, Diablo, and Crazy Taxi. No release date, episode count, or additional cast has been announced.

• Netflix is developing a live-action adaptation of Krafton's PUBG.
• Donald Glover will write, direct, executive produce, and star in the series.
• Stephen Glover is attached as writer and executive producer.

Garena relaunches Free Fire in India after four-year ban

More than four years after India banned Free Fire over national security concerns, Garena, a subsidiary of Singapore-based Sea, has launched a localized version called Free Fire India on Android and iOS. The new version includes India-specific content, parental controls, playtime limits, and spending caps, with user data hosted on servers in India. The launch comes after Garena postponed the release in September 2023. Free Fire was one of India's most popular mobile games before the ban. Its rival, PUBG Mobile, was banned earlier, boosting Free Fire's popularity. The ban wiped more than $16 billion off Sea's market value in a single day. Free Fire MAX, an enhanced version, remained available. Garena worked with Indian authorities to prepare the launch. India remains a significant market for mobile gaming, with downloads growing 14.2% quarter-over-quarter in Q2 2026.

• Garena launched Free Fire India, a localized version of the battle royale game, on October 28, 2026, after a four-year ban in India.
• The new version includes India-specific content, parental controls, playtime limits, and spending caps.
• User data is hosted on servers in India.

Glen Schofield on Retirement, Callisto Protocol, and AI

Veteran game developer Glen Schofield discusses his retirement from the industry, the troubled development of The Callisto Protocol, and his views on the current state of AAA games. He criticizes Krafton's decision to release the game early amid COVID, leading to a pared-down vision, and reveals that a sequel pitch was rejected. Schofield also comments on the consolidation of major publishers, the marginalization of creative talent, and the potential of AI, arguing that creative ideas can save more money than AI. He advocates for a return to more modestly budgeted games, citing his experience with Dead Space and Call of Duty.

• Glen Schofield announced his retirement from the games industry during the summer.
• The Callisto Protocol was released in December 2022, months earlier than the promised March 2023 date.
• The PS4 version of The Callisto Protocol cost an additional $20 million.