Key Points

  • In-game advertising can create flashy, attention-grabbing moments but comes with significant measurement and scalability limitations
  • A comprehensive gaming audience strategy requires both creative in-game activations and measurable media placements
  • The most successful gaming campaigns blend custom in-game experiences with strategic media buys to drive awareness and engagement
  • Smart advertisers allocate 20-25% of their campaign budget to promoting in-game activations through measurable channels

Let's be real – in game ads is the shiny object that every brand wants to chase right now. And hey, we get it. Who wouldn't want to build a whole branded world in Fortnite or create an epic custom experience in Roblox?

But here's the thing: if you're only focusing on in game ads, you're missing out on actually reaching and engaging gamers at scale. Not to mention being able to prove that your advertising campaign actually worked (you know, that minor detail your CMO might care about).

Let's break down the real story of video game advertising– what works, what doesn't, and how to build a gaming strategy that delivers both flash AND substance.

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The State of In-Game Advertising in 2024

Before we dive into specific methods, let's address the elephant in the room: in game ads are simultaneously more accessible and more challenging than ever before. Major platforms like Fortnite, Roblox, and Minecraft have opened up unprecedented opportunities for brands to create custom experiences within a video game.

But with that opportunity comes complexity. The mobile gaming landscape is incredibly fragmented, with each gaming platform having its own rules, capabilities, and limitations. And don't even get us started on the measurement challenges (though we will, because that's kind of important).

The Problem with Putting All Your Chips on In-Game Advertising

Before we talk about your in game ad options, let’s just cover why you need to be careful about over-emphasizing that route.

Here's what nobody in the gaming industry wants to tell you: in game advertisements  are a lot like that flashy sports car you dreamed about as a teenager. It looks amazing in photos, everybody talks about it, but it's not exactly practical for your daily commute.

The dirty little secret about in-game advertising is that while it can create incredible moments and generate buzz, it comes with some serious limitations that make it a risky centerpiece for your gaming strategy:

Measurement Mayhem

Remember all those fancy campaign metrics you love to put in your quarterly reports? Third-party tracking? Click-through rates? View-through attribution? Yeah, you can pretty much forget about those with in-game advertising. Most platforms offer limited first-party metrics at best, making it nearly impossible to prove ROI in the traditional sense.

The Discovery Dilemma

Ever tried finding a specific video on TikTok without a direct link? Now imagine that challenge in gaming environments where discoverability is even worse. Unless you're planning to spend significantly on promoting your in-game activation, your branded masterpiece might end up being the equivalent of a billboard in the middle of the desert.

The Scale Struggle

Sure, gaming platforms love to tout their massive user bases. But here's the reality check: the number of players who will actually discover and engage with your custom branded experience is likely to be a tiny fraction of that audience. And unlike traditional media buys, you can't simply increase your budget to reach more users – it doesn't work that way in-game.

Budget vs. Impact

Custom in-game activations often require significant upfront investment with uncertain returns. We're talking hundreds of thousands of dollars to build something from scratch, with no guarantee of meaningful engagement. That's a tough pill to swallow when you could reach the same audience (or larger) through more traditional gaming media with proven performance metrics.

This doesn't mean you should avoid in-game advertising entirely. But it does mean you need to think strategically about how it fits into your larger gaming audience strategy. Let's look at the different methods available and how to use them effectively.

Method 1: Custom Gaming Worlds

The Flashy Route: Building Your Own Universe

Want to go big? Building a custom branded world in platforms like Fortnite (via UEFN) or Roblox lets you create immersive experiences from scratch. This is where brands like McDonald's and Barbie have made splashy headlines with elaborate virtual environments.

Pros:

  • Maximum creative control
  • High potential for earned media coverage
  • Bragging rights at marketing conferences

Cons:

  • Extremely high cost (think $500K+)
  • Limited measurement capabilities
  • Major discoverability challenges
  • No guaranteed audience

Pro Tip: If you're going the custom world route, plan to spend at least 20-25% of your build budget on promotion. The "if you build it, they will come" philosophy doesn't work when your creation is buried in a sea of user-generated content.

Best For: Custom gaming worlds make the most sense for major consumer brands with significant creative budgets ($500K+) and a strategic reason to make a splash. Think movie studios promoting major releases, global QSR chains launching new products, or lifestyle brands trying to build cultural relevance with Gen Z. 

If you're Nike launching a new metaverse strategy or Netflix promoting your next big series, this could be your play. Just make sure you've got plenty left in the budget for promotion.

Method 2: Integration into Existing Popular Worlds

The Smart Player's Strategy

Rather than building from scratch, some savvy brands are partnering with existing successful game worlds and creators. This approach lets you tap into proven audiences while maintaining creative opportunities.

Pros:

  • Built-in audience
  • Lower risk than building custom
  • Faster time to market
  • Historical performance data

Cons:

  • Less creative control
  • Still limited measurement
  • Dependent on creator/platform relationship

Best For: This approach works well for brands that want to test the gaming waters without betting the farm. It's particularly effective for endemic brands (think gaming peripherals, energy drinks, or tech products) that want to create authentic connections with gamers. 

If you've got a $100-250K budget and want to make something cool without starting from scratch, partnering with existing successful creators could be your sweet spot.

Method 3: Traditional In Game Ad Placements

The "Billboard in a Game" Approach

Remember seeing brand logos on the sidelines in FIFA (now EA FC)? That's the most straightforward form of in-game advertising. These opportunities exist across major game publishers like EA, Ubisoft, and 2K.

Pros:

  • Familiar ad format
  • Easier to execute
  • More standardized pricing

Cons:

  • Limited creativity
  • Lower engagement
  • Still lacks robust measurement
  • Usually requires working through specialized agencies

Best For: Traditional in-game placements are ideal for brands that need broad reach and brand awareness within specific game environments. Sports brands in sports games, automotive brands in racing games – you get the idea. 

This method works best when there's a natural fit between your brand and the game environment. It's also a good option for brands with more conservative creative requirements or those operating in highly regulated industries.

Method 4: Hybrid In-Game Display Solutions

Meeting in the Middle

Platforms like Minecraft (through Mine Hut) and others are starting to offer more traditional digital advertising placements within gaming environments. Think banner ads and video units, but in a game.

Pros:

  • More familiar to media buyers
  • Lower barrier to entry
  • Flexible creative options

Cons:

  • No third-party tracking
  • Limited to first-party metrics
  • Variable performance

Best For: This middle-ground approach is perfect for direct response advertisers wanting to dip their toes into gaming environments without completely abandoning familiar metrics. It's also good for brands with existing display creative they want to repurpose. 

If you're a D2C brand, e-commerce retailer, or performance marketer looking to reach gamers while maintaining some measurement capabilities, this could be your entry point.

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Read our complete guide to in-game advertising

Method 5: The Smart Money Play - Comprehensive Gaming Media

Because Sometimes the Obvious Answer is the Right One

Here's the truth bomb: while in-game advertising gets all the headlines, strategic gaming media buys often deliver better results at a fraction of the cost. You know, if you care about things like ROI and actual business outcomes.

Pros:

  • Full measurement capabilities
  • Scalable reach
  • Proven performance metrics
  • Flexible targeting
  • Predictable outcomes

Cons:

  • Less "sexy" than custom gaming activations
  • Won't win you as many creative awards
  • Actually works (wait, that's not a con)

Best For: This is the right approach for... well, pretty much everyone, honestly. But it's especially crucial for brands that need to show clear ROI, have specific performance targets, or want to build sustainable, scalable gaming audience strategies. 

If you're a CMO who needs to justify your gaming marketing spend with actual data (and who doesn't?), this should be the foundation of your strategy. Layer in the flashier stuff once you've got your measurable base covered.

Building Your Gaming Audience Strategy

The real secret? Stop thinking about in-game advertising in isolation. The most successful gaming campaigns use a blended approach:

  1. Foundation: Maintain consistent gaming media presence throughout the year
  2. Spikes: Plan 2-3 major in-game activations annually
  3. Support: Amplify in-game moments with targeted media campaigns
  4. Measurement: Focus on provable metrics while accepting some "brand building" activities won't have perfect attribution

Sample Budget Allocation

Here's how smart brands structure their annual gaming budget:

  • 60-70% Core Gaming Media
  • 20-30% Major In-Game Activations (2-3x per year)
  • 10-20% Activation Support Media

Who Should Consider In-Game Advertising?

In-game advertising isn't right for everyone. Here's who typically sees the best results:

Good Fit:

  • Non-endemic brands looking to reach gamers authentically
  • Entertainment brands promoting releases
  • Male-skewing brands (grooming, energy drinks, etc.)
  • QSR and food delivery services
  • Brands with significant creative budgets

Poor Fit:

  • Gaming companies (competitive conflicts)
  • Brands seeking pure performance marketing
  • Limited budgets (better to focus on measurable media)
  • Those requiring precise attribution

The Bottom Line

In-game advertising absolutely has its place in a gaming strategy. But it shouldn't BE your gaming strategy. The most successful brands combine creative gaming activations with consistent, measurable media campaigns that deliver real results.

Want to reach gamers effectively without betting the farm on a custom Fortnite world? Let's talk about building a comprehensive gaming audience strategy that actually drives business results – and gives you the metrics to prove it.

Ready to reach gamers where they actually are? Contact Playwire to learn more about reaching gaming audiences at scale.

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