EA is looking at putting in-game ads in AAA games — 'We'll be very thoughtful as we move into that,' says CEO

The only way I could see this not being a complete shit-show is if they integrate them into the game in a way that makes sense, which has been done in places before. Banners along the roadside in a racing game (which exists in real life), a sci-fi hologram advertising "new-new-new coke, now with added element-320" as you walk by, etc

But since it's EA we're more likely to get an ad for hemmoroid cream during a loading screen, and the loading screen will be extended to ensure it plays the whole ad