Gaming publisher Electronic Arts is teaming up IMS Internet Media Services to open new advertising opportunities for the Latin American market, with a focus on mobile games.

“IMS, the leading digital marketing and communications company that partners with fast-moving businesses seeking to expand into Latin America, will represent dynamic advertising inventory within EA games directed to end users in Latin America, with an early focus in Mexico and Brazil,” IMS noted in a press release sent to GamesBeat.

IMS also referenced a Newzoo report from 2015 that said that the Latin America is worth $4 billion, a decent chunk of the $91 billion worldwide gaming market.

“Video ads in EA games have a 2.5 times higher ad recall than television, making it a powerful place for brands to connect with their consumers,” said Dave Madden, senior vice president of global media solutions of EA, in the press release. “We look forward to working with IMS to help brands bring value to this highly engaged audience in Latin America.”

EA publishes popular franchises like Madden NFL, FIFA, Battlefield, and Plants vs. Zombies.