Key Points

  • In-game advertising isn't just about slapping logos in games anymore - it's evolved into a complex ecosystem of creative opportunities and strategic placements
  • While flashy in-game activations can generate buzz, they should be part of a broader strategy that includes measurable media
  • The most successful gaming campaigns pair custom in-game experiences with traditional media to drive both awareness and measurable results
  • Without proper promotion and supporting media, even the coolest in-game activation can get lost in the noise

You've probably noticed that every brand seems to be diving into gaming these days. But before you rush to build your branded Fortnite world, let's talk about what in game advertising really means in 2024 (and more importantly, how to do it right).

Read on to learn the essentials of in game advertising and how to build a strategy that actually delivers results, not just bragging rights.

Here's the tl;dr: Want to reach gamers effectively? Don't put all your chips on in-game advertising alone. Contact Playwire to learn how to build a comprehensive gaming strategy that drives both buzz and measurable results.

 

 

What is In-Game Advertising?

In-game advertising refers to any form of advertising that appears within video games or gaming environments. This can range from traditional banner ads in mobile games to fully custom branded worlds in platforms like Fortnite or Roblox. 

 

Think of it like product placement in movies, but interactive and potentially a lot more creative. Let's break down the main types of in-game advertising:

1. Custom Branded Experiences

  • Specially created worlds or levels (like branded Fortnite or Roblox experiences)
  • Custom mini-games or interactive elements
  • Virtual events or activations

2. Traditional In-Game Placements

  • Billboard ads in sports games
  • Loading screen advertisements
  • UI/menu advertising

3. Hybrid Approaches

  • Branded skins or items
  • Sponsored gameplay elements
  • Interactive brand integrations

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In-Game Advertising FAQs

Let's cut through the noise and answer the questions that actually matter about in game ads. While everyone's busy chasing the next viral gaming moment, we're going to give you the straight talk about what works, what doesn't, and most importantly – what's worth your marketing dollars when it comes to the gaming business. No fluff, just facts from our years of gaming experience helping brands navigate the gaming industry.

Let's dive into the questions we hear most often about in-game advertising, along with straight-talk answers from our team of experts.

How should I balance in-game advertising with my overall strategy to reach gamers?

Think of in-game advertising like those epic cinematic game trailers – they're flashy, attention-grabbing, and can generate serious buzz. But just like you can't sell a game on cinematics alone, you can't build a complete gaming strategy purely on in-game activations. You need the full campaign, including the measurable components that prove you're not just burning cash on virtual billboards.

Here's what a well-balanced gaming strategy looks like: Start with a foundation of consistent, measurable media across gaming properties. This is your baseline – the steady drumbeat of impressions, clicks, and conversions that keep your brand awareness to gamers year-round. 

Then, layer in strategic in-game moments (like custom Fortnite experiences or Roblox activations) during key periods, treating them like your "boss battles" – big moments that grab attention and create buzz. Finally, support those moments with promotional media that drives users to your activation and captures those sweet, sweet metrics your CFO actually cares about.

The magic ratio? We typically recommend maintaining your core gaming media ad spend throughout the year (think display, video, and high-impact units across gaming properties), then allocating additional in-game advertising cost for 2-3 strategic in-game moments annually. 

When you do go big with an in-game activation, plan to spend at least 20-25% of your build budget on promotional media. So if you're dropping $500K on that custom gaming world, set aside another $100-125K to make sure people actually show up to the party.

What are the best platforms for in-game advertising?

Not all gaming platforms are created equal, and choosing the wrong one is like bringing a rubber duck to a boss fight. Each platform comes with its own unique blend of audience demographics, creative capabilities, and measurement limitations. Let's break down the heavy hitters in the gaming industry and help you understand where your brand actually belongs.

1. Fortnite (UEFN)

  • Highest quality graphics and capabilities
  • Built on Unreal Engine
  • Broader age demographic
  • Creator-driven marketplace
  • Excellent for custom branded experiences

2. Roblox

  • Younger audience
  • More centralized approach
  • Strong brand safety controls
  • Ideal for educational and family-friendly brands

3. Minecraft

  • Mid-range demographics
  • Open development environment
  • Established gaming community
  • Strong server-based opportunities through platforms like Mine Hut

4. World of Warcraft & MMORPGs

  • Highly engaged, older audience (18+)
  • Limited but strategic placement opportunities
  • Longer user sessions
  • Perfect for endemic gaming brands
  • High brand safety standards

5. Console Gaming (PlayStation, Xbox, Nintendo)

  • Premium audience reach
  • Traditional in-game ad placement
  • Sports game opportunities (EA, 2K)
  • Standardized measurement capabilities
  • Higher barrier to entry

6. 3rd Party Overlay & Gaming Apps

  • Integration with existing games
  • More traditional ad formats
  • Performance-focused opportunities
  • Better tracking capabilities
  • Easier implementation than custom experiences

For traditional in-game ad placement, you'll still want to consider major publishers like EA Sports, Ubisoft, and 2K Games, who offer more standardized digital advertising options within their games. The key is matching your brand's needs and measurement requirements with the right platform's capabilities – and being realistic about what each can deliver.

Remember: The flashiest platform isn't always the right choice. Your selection should be driven by your target audience, measurement needs, and overall campaign objectives. And if anyone tells you they can guarantee specific performance metrics in all these environments, they're probably trying to sell you a legendary sword made of cardboard.

How much should I budget for in-game advertising?

Here's the real talk: If you're building a custom experience, plan to allocate about 20-25% of your total build budget for promotional media. So if you're spending $500,000 on a custom world, you should set aside at least $100,000-125,000 for media to promote it.

More importantly, think about your yearly budget structure:

  • Maintain consistent gaming-focused media spend throughout the year
  • Plan strategic in-game activation spikes for key moments
  • Never rely solely on in-game without supporting media

What metrics can I expect from in-game advertising?

Let's be brutally honest here: If you're looking for the same metrics you get from traditional digital media, you're going to be disappointed. In-game advertising, especially custom activations, often trades detailed measurements for impact and engagement.

What you can measure varies by platform:

  • Custom experiences: Usually limited to first-party platform metrics
  • Traditional placements: Basic impression and engagement data
  • Supporting media: Full suite of standard digital metrics

This is precisely why we advocate for a balanced approach that pairs in-game activations with measurable media campaigns.

Who should be using in-game advertising?

Plot twist: gaming companies aren't actually the ones dominating in-game advertising. In fact, they rarely advertise in other games at all. The real players in this space might surprise you, and understanding who's finding success (and why) can help you determine if in-game advertising deserves a spot in your marketing loadout.

While gaming companies might seem like the obvious answer, they're actually not the primary users of in-game advertising. The most active advertisers include:

  • Non-endemic brands targeting male demographics (Old Spice, Gillette)
  • QSR and food delivery services
  • Entertainment brands
  • Gaming-adjacent products (headsets, keyboards, chairs)
  • Male-focused CPG brands

Interestingly, gaming companies often avoid advertising in other games due to competitive concerns.

What are the biggest challenges with in-game advertising?

Before you dive headfirst into building that branded Fortnite world, let's talk about the elephants in the room. In-game advertising comes with some serious challenges that no one seems to want to discuss. We're pulling back the curtain on the real obstacles you'll face and, more importantly, how to overcome them.

Two major challenges stand out:

1. Discoverability

  • Gaming platforms often lack effective discovery mechanisms
  • Custom experiences can get lost in a sea of content
  • Requires significant promotional effort to drive awareness

2. Measurement

  • Limited tracking capabilities
  • Restricted third-party verification
  • Difficulty proving ROI

These challenges underscore why in-game advertising should be part of a broader strategy, not your entire approach to reaching gamers.

The Smart Way to Approach In-Game Advertising

Stop us if you've heard this one: Brand spends massive budget on flashy in-game activation, gets zero measurable results, questions entire gaming strategy. There's a better way to approach in-game advertising that doesn't end with your CFO giving you the death stare. Here's how to build a strategy that actually makes sense.

Think of in-game advertising like a movie trailer: It's flashy and gets attention, but you still need the rest of your marketing mix to drive actual results. Here's how to do it right:

  1. Start with a foundation of measurable gaming media
  2. Layer in strategic in-game activations for key moments
  3. Support those activations with promotional media
  4. Track both the immediate impact and long-term results

Ready to build a gaming strategy that delivers both buzz and measurable results? Contact Playwire to learn how we can help you reach gamers effectively across multiple channels.

What makes in-game advertising effective?

Effectiveness in in-game advertising isn't about how many bells and whistles you can cram into your activation. It's about understanding the delicate balance between creativity, authenticity, and measurability. Let's explore what separates the campaigns that drive real results from the ones that just generate nice screenshots for your deck.

Just like that gaming rig you've been eyeing, effectiveness comes down to having the right components working together. Here's what drives success:

1. Creative Relevance

  • Natural integration with gameplay
  • Value-add for players
  • Authentic to both brand and game

2. Platform Selection

  • Alignment with target demographic
  • Appropriate format for message
  • Strong historical performance data

3. Promotional Support

  • Cross-platform media strategy
  • Influencer amplification
  • Strategic paid media

4. Clear Success Metrics

  • Defined KPIs upfront
  • Mix of brand and performance goals
  • Realistic measurement expectations

At the end of the day, effectiveness in gaming isn't about how creative you can get – it's about finding the sweet spot between engagement, measurement, and scalability. And if you can't measure it, you can't improve it.

How is in-game advertising changing in 2024?

The gaming landscape moves faster than a speedrunner with an energy drink sponsorship, and in-game advertising is evolving right along with it. From new measurement capabilities to emerging creator economies, here's what you need to know about the current state of play and where things are headed.

The gaming landscape moves faster than a sprinter with an energy drink sponsorship. Here are the key trends shaping in-game advertising:

1. Standardization Efforts

  • More "traditional" ad placements in games
  • Better measurement capabilities
  • Streamlined buying processes

2. Creator Economy Integration

  • Direct partnerships with game creators
  • Revenue-sharing models
  • Custom content opportunities

3. Cross-Platform Experiences

  • Multi-game campaigns
  • Connected virtual events
  • Integrated media strategies

While in-game advertising continues to evolve at breakneck speed, one thing remains constant: the need to balance innovative activations with measurable results. The winners in this space will be the brands who embrace both the flash and the fundamentals.

Beyond In-Game: The Complete Gaming Strategy

Here's where we need to have a serious talk about your gaming media strategy. While in-game advertising can be impressive, it's like trying to win a battle royale with just one weapon – you're limiting your chances of success.

A complete gaming strategy should include:

1. Foundational Media

  • Targeted display across gaming sites
  • Video placement in relevant content
  • High-impact custom units

2. Strategic In-Game Activations

  • Custom experiences for key moments
  • Traditional in-game placements
  • Virtual events and promotions

3. Promotional Support

  • Paid media campaigns
  • Content partnerships
  • Influencer collaborations

4. Measurement Framework

  • Clear KPIs for each component
  • Mixed measurement methodology
  • Holistic performance view

Look, you wouldn't try to win a battle royale with just a pickaxe – so don't try to conquer gaming with just in-game advertising. Build a complete arsenal of gaming media, measure what matters, and you'll be the last brand standing.

Get Expert Help with Your Gaming Strategy

Ready to level up your gaming media strategy? Playwire brings together the expertise, technology, and relationships you need to reach gamers effectively – whether that's through traditional media, custom in-game experiences, or (ideally) both.

Contact us to learn how we can help you build a comprehensive gaming strategy that delivers real results.

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