Advertising in Games: Formats, Benefits, and Examples

The gaming industry continues to expand rapidly. In 2022, the number of gamers worldwide reached 3.03 billion, with 1.75 billion mobile gamers, making it the largest segment in the gaming market. By 2027, this figure is expected to exceed 2.32 billion.

For advertisers, this presents new opportunities—in-game advertising enables brands to engage with a broad and highly engaged audience. What are the different formats of in-game ads, what advantages do they offer, and which companies are already leveraging this channel?

What is In-Game Advertising?

In-game advertising refers to the placement of ads within video games across mobile devices, PCs, and consoles. This approach helps developers generate additional revenue, while brands can seamlessly integrate their marketing into the gaming experience.

While in-game ads were once seen as disruptive, modern formats now allow for non-intrusive and even beneficial advertising experiences for users.

Types of In-Game Advertising

In-game ads can be categorized into three main types:
1. Blended In-Game Ads (Integrated Advertising)
This format is directly embedded into the game world and can enhance realism. Examples include:

• Billboards with branded ads in racing games.
• Sponsored logos on stadiums in sports simulators.
• In-game brand placements that naturally fit the environment.

This method does not interrupt gameplay and, in some cases, even improves immersion.

2. Around-the-Game Ads
These ads appear outside of active gameplay but still within the gaming environment. Examples include:

• Rewarded video ads – Players receive in-game bonuses for watching an ad.
• Interstitial ads – Full-screen ads that appear between levels or during game transitions.

3. Away-from-the-Game Ads
This category covers advertising outside of the game itself but related to gaming communities. Common examples include:

• Streaming ads on Twitch and YouTube.
• Esports sponsorships.
• Influencer partnerships with gaming content creators.

Popular Formats of In-Game Ads

• Display Banners – Ads embedded into virtual objects within the game world.
• Video Ads – Short commercials integrated into the game’s background.
• Audio Ads – Voice-over ads played during gameplay.
• Rewarded Ads – Players watch ads in exchange for in-game rewards (currency, extra lives, etc.).
• Interstitial Ads – Full-screen ads that appear in natural game breaks.
• Expandable Banners – Interactive banners that expand when clicked.

Benefits of In-Game Advertising

1. Expansive Audience Reach
Gaming is no longer limited to teenage gamers—mobile games attract users of all ages.

• Millennials (23-36 years old) are the largest segment of mobile gamers.
• Gen X (37-55 years old) and Gen Z (16-22 years old) follow closely behind.

2. High Engagement Rates
Players focus intensely on their screens, making in-game ads more visible and harder to ignore.

3. Precise Targeting
Games have well-segmented audiences, allowing brands to target ads based on demographics and behavior, maximizing campaign effectiveness.

4. Brand Awareness Growth
Advertising in games allows brands to seamlessly integrate into entertainment, creating positive brand associations.

5. Transparent Analytics
In-game ad metrics include:

• Impressions and views
• Engagement time
• Click-through rates (CTR)
• Audience retention

This allows advertisers to measure performance effectively.

Examples of In-Game Advertising

1. Branded Banners in Sports Games
Major brands like Nike, Adidas, and Coca-Cola use in-game billboards in FIFA and NBA 2K, making the ads feel like part of a real-life sports event.

2. Car Brand Advertising in Racing Games
Auto manufacturers such as Mercedes-Benz and BMW integrate their cars into Need for Speed and Gran Turismo, showcasing their vehicles through in-game billboards and product placements.

3. Rewarded Video Ads in Mobile Games
Popular games like Subway Surfers and Candy Crush offer players in-game rewards for watching ads, such as extra currency, additional lives, or level boosts.

4. Influencer & Streamer Collaborations
Brands partner with top gaming influencers on YouTube and Twitch.
Examples include Gillette and Red Bull, which sponsor esports teams and gaming tournaments, reaching millions of viewers.

Final Thoughts

In-game advertising is becoming one of the most promising digital marketing channels. Modern formats allow brands to seamlessly integrate ads into games, preserving a positive user experience while benefiting from high engagement and precise targeting.
As in-game advertising continues to grow, companies that adopt this strategy today will strengthen their market position in the coming years.