As EA considers in-game ads, one Baldur’s Gate 3 player dares to imagine the RPG as a Raid: Shadow Legends marketing machine

Is that….Raid: Shadow Legends? No, never mind

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If you think EA’s experimentation withimplementing dynamic ads in their gamessounds like business speak for in-game product placement,Baldur’s Gate 3players have put your thoughts to pictures.

Twitter user SongbirdN7 went on a series of tongue-in-cheek quote retweets of the GameSpot announcement following the news.The firstadds a screenshot of BG3’s Lae’zel as she shares an important moment with the player character, a pivotal point near the end of her romance arc. “You showed me the betweens and beyonds. Between war and peace, beyond passion and obsession,” the caption reads, faithfully recounting Lae’zel’s romantic words as per Larian’s script, before lapsing into a trite Raid: Shadow Legends plug.

“The dawn was my torment. Rustling leaves, agony. I couldn’t wait to escape this place. Now, I revel in it. I revel in you. You showed me the betweens and beyonds. Between war and peace, beyond passion and obsession. And now I will show you Raid Shadow Legends, a mobile-” https://t.co/mxor2WbzN9 pic.twitter.com/JsdqxCzqhLMay 12, 2024

Songbird didn’t stop there. Redeemed baddie Minthara’srevamped atonement speechsees her thanking the player character for freeing her by way of a very special gift in the form of Raid: Shadow Legends, while Shadowheart’s moment of catharsis gotsimilar treatment. She doesn’t deserve to be a loved daughter, but shedoesdeserve to take solace in EA mobile game Rad: Shadow Legends – as too should you, dear player.

These memes come off the back of comments made on May 7 byElectronic ArtsCEO Andrew Wilson. You can check outpage 12 of the earnings call transcriptfor more, but the gist is that EA is considering “thoughtful” ways of incorporating dynamic advertisements into their games, saying that “advertising has an opportunity to be a meaningful driver of growth for us”. Wilson went on to stress that dynamic ads are not at the forefront of EA’s plans at the moment, but thanks to Songbird, we can only shudder to imagine it.

You need only look at the aggressive plugging on the Sims 4 splash page when you boot up the game to see that this desire to push players to buy more EA content is already rife in the publisher’s games, but “dynamic ad insertion” might look very different. The baked-inStar Wars beer adsbroadcasted in Chile during the early 2000s spring to mind, and it seems this BG3 fan is on the same wavelength.

Check out some of thebest RPGsto play next if you’ve not been successfully influenced by Minthara, from Dragon Age to Bloodborne

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Jasmine is a staff writer at GamesRadar+. Raised in Hong Kong and having graduated with an English Literature degree from Queen Mary, University of London in 2017, her passion for entertainment writing has taken her from reviewing underground concerts to blogging about the intersection between horror movies and browser games. Having made the career jump from TV broadcast operations to video games journalism during the pandemic, she cut her teeth as a freelance writer with TheGamer, Gamezo, and Tech Radar Gaming before accepting a full-time role here at GamesRadar. Whether Jasmine is researching the latest in gaming litigation for a news piece, writing how-to guides for The Sims 4, or extolling the necessity of a Resident Evil: CODE Veronica remake, you’ll probably find her listening to metalcore at the same time.

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