What isin-game advertising?
In-game advertising places real brands inside video games: billboards on the strip, stadium LEDs, a can on the table, gear on the character. This guide explains the formats, why the channel works, how it's measured, and how a campaign goes live.
Brand media that lives inside the game, not next to it.
In-game advertising (often shortened to IGA or in-game ads) is advertising placed inside video games. Instead of interrupting the player with a pop-up or a pre-roll video, the brand becomes part of the game world itself: a billboard along the racetrack, a branded kit in a football sim, an energy drink the player picks up in a battle royale. The player never leaves the game, and the brand is experienced where the attention already is.
The category ranges from static surfaces to fully integrated 3D product placement. Modern platforms like bxg serve these placements dynamically: creative can be swapped, localized per market, and optimized mid-campaign, without a game update and without touching the developers.
In-game advertising (IGA)
The umbrella term for all brand media inside games.
2D placement
Flat brand surfaces painted into the world: billboards, posters, stadium LEDs.
3D placement
Real products as 3D objects in the scene: cans, sneakers, gear on the character.
In-game product placement
The deepest form of integration: the brand is an item the player uses, not a banner they pass.
Two families: surfaces and products.
Every placement is context-matched to the game's setting, tone, and audience. These are the building blocks:
2D surfaces
Billboards, posters, stadium LEDs, in-world signage. Fast to produce and ideal for reach and awareness across large audiences.
3D product placement
Your product as a real object in the scene: on the table, on the shelf, on the character. The placement players remember.
Contextual matching
A luxury watch in a cyberpunk skyline, a sports drink in a football sim. The right brand in the right world — never pasted on.
Dynamic creative
Placements live in slots the game defines once. Creative rotates, localizes, and A/B tests mid-flight — digital agility inside the game.
The last medium with undivided attention.
Gaming is the only screen without a second one. There is no skip button, no ad blocker, no idle scrolling: the player is fully absorbed in the world for the entire session. A social ad is scrolled past in about a second; an in-game placement lives in view for 10-30 seconds at a time, session after session. That's why brands with nothing left to win in saturated channels are moving budget into games.
3bn+
players worldwide — more than any other entertainment medium
1.3s
average attention a social media ad receives
10-30s
attention on a single in-game placement
0
skippable impressions — no ad blocker works here
Attention figures are illustrative; social benchmarks vary by platform and study.
Bought on a CPM — billed only on impressions that were actually seen.
In-game advertising is bought like any digital channel: on a CPM per thousand impressions. The difference lies in what counts as an impression. We bill only on impressions that were genuinely on screen — measured, not assumed.
True Impressions
Seen, not just served.
Engagement Time
Down to the second.
Unique Reach
Real humans, not duplicates.
Retention
Who still remembers afterward.
Pilot campaigns start from €2,500 — scoped to your game selection, formats, and markets.
From goal to go-live.
- 01
Tell us your goals and target markets.
- 02
We match the right games and placements.
- 03
We create localized creative for each world.
- 04
Go live, measure real attention, and optimize.
Common questions about in-game advertising.
What does it cost?
It depends on the game, the format (2D or 3D), the markets you target, and the flight length. We'll scope it on the call. Pilot campaigns starting from €2,500.
How does a campaign work, start to finish?
You tell us your goals and markets, we match the right games and placements, our team creates localized creative that fits each world, then it goes live and you measure real attention.
Are the examples real placements?
The mockups on this site are concept illustrations, not affiliated with the games shown. We'll show real in-engine placements on a call, under NDA where needed.
Will it hurt my game's performance?
No. The SDK is lightweight, supports Unity and Unreal, and is engineered for zero overhead — no crashes, no framerate dips.
How do you keep it brand-safe?
We curate the network, context-match every placement, and give games approval over every brand. Nothing lands beside anything that could hurt your name.
What data do you collect?
Privacy-first by design — no personal data, no creepy tracking. See our Privacy page.
How fast can we go live?
Integration takes under an hour. Campaigns can go live within minutes of creative sign-off.
See it live
Your brand, inside the world.
Book a demo and we'll show you real in-engine placements, the console behind them, and what a pilot campaign would look like for your brand.