The present and future of in-game branding

Bant Breen and Michael Hayes
Initiative USA

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.