The present and future of in-game branding
Bant Breen and Michael Hayes
Advertising in games achieves recall nearly twice as high as TV and is effective at creating purchase intent. The future will see in-game ads as social engagement activators, creating immersive brand experiences
When people in the industry refer to in-game branding today, they are usually talking about 'dynamic' in-game advertising. dynamic in-game ads can be served on the fly to predetermined inventory positioned in the game environment.
That inventory can be as simple as a billboard in a sports stadium, or as complex as a plot hook leading to a branded quest. Depending on who is serving the ads, dynamic in-game ads can be targeted based on user demographics, geo-targeted, and day-parted. Impressions can be measured and reported.