The sports simulations FIFA and Madden NFL are EA Sports' ultimate cash cows. Electronic Arts took in a new record amount of 1.62 billion US dollars in the 2020 financial year, also thanks to FIFA Ultimate Team. These sums come about as players invest huge sums of money in the game to open packs. Hopefully, you will then draw good players from the packs, with which you can build your own team. However, the probability of drawing really strong players is less than one percent in most cases. Now, according to Axios.com Electronic Arts should have found a way to relieve the players financially without endangering the high winnings. The idea is not new, however. In-game advertising in EA titles To unlock rewards, you have to watch a short commercial. Anyone who has ever played free mobile games will already be familiar with this mechanic. So far, this type of monetization has not caught on in the console and PC gaming market because publishers feared that these commercials could degrade game performance and user engagement. EA with in-game promotional videos? Now the tech company for TV advertising Simulmedia has succeeded in integrating advertising videos into the game code. As usual in mobile games, users receive selected content free of charge when they watch a 15 to 30-second commercial. Simulmedia's new platform is called playerWON and started at the end of June 2021. More preview packs through advertising? EA Sports has introduced a new pack feature in FIFA 21, the so-called preview packs. So you can look at the contents of the packs that you want to buy first and then decide for it or against it. This process can only be repeated once every 24 hours per pack. As already used in mobile games, this waiting time could be shortened in the future by viewing advertisements. Whether we will get packs in FIFA 22 this way or which way EA Sports will go, we will probably find out by the release at the latest.