The Complete In-Game Advertising Resource Center

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.

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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.

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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

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.

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.

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.

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.

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