US publishing giant Electronic Arts is looking to introduce in-game advertising into its products.

Speaking to shareholders on its most recent financial call, CEO Andrew Wilson said that the firm had teams working on this at the moment, before going on to say that the plan was to introduce this money maker in a thoughtful manner.

"We have looked over the course of our history to be very thoughtful about advertising in the context of our play experiences," he said.

"But again, as we think about the many, many billions of hours spent, both playing, creating, watching and connecting and where much of that engagement happens to be on the bounds of a traditional game experience, our expectation is that advertising has an opportunity to be a meaningful driver of growth for us.

"We'll be very thoughtful as we move into that, but we have teams internally in the company right now looking at how do we do very thoughtful implementations inside of our game experiences. But more importantly, as we start to build community and harness the power of community beyond the bounds of our games, how do we think about advertising as a growth driver in those types of experiences?"