Electronic Arts (EA) launched EA Advertising, a platform that allows brands to integrate directly into gameplay and live experiences through real-time advertising placements.

The company said the platform enables placements ranging from stadium signage to custom in-game content, allowing brands to activate campaigns across live environments and tailor placements to meet campaign objectives, among other things.

Electronic Arts said the platform is designed to enhance the player experience and not disrupt it.

EA Advertising has already partnered with Visa (V), Lowe's Companies (LOW), Red Bull, Xfinity and Peacock, and Mountain Dew to deliver in-game experiences across the EA portfolio.

Shares of Electronic Arts were down more than 2% in premarket trading Monday.