7 Notable Examples of In-Game Advertising

Although video games may seem disconnected from everyday life, in-game advertising (IGA) often mirrors the ads we encounter in the physical world. Billboards, posters, and sponsor logos on sports arena boards are staples of outdoor advertising — and those same formats are increasingly finding their way into popular video games.

Below, seven real-world examples illustrate what effective in-game advertising looks like, along with an overview of the formats and benefits driving the medium forward.

What Is In-Game Advertising?

In-game advertising encompasses banners, video ads, audio ads, and mini-games that present a brand within a computer, mobile, or console game. The three most common types of IGA are static ads, dynamic ads, and gamevertising.

What Are the Benefits of In-Game Advertising?

The in-game advertising market is growing fast. By end of 2024 the industry was projected to be worth $56 billion USD. The most meaningful business advantages connect to revenue generation, player engagement, and reaching precisely the right audience. Mobile devices play a significant role here, contributing $92.2 billion in gaming revenue annually.

Increased Revenue

A well-considered strategy, high-quality standards, and direct contracts negotiated through an ad agency helped ABCya increase their year-over-year ad revenue by 89%. The platform creates educational games for school-aged children, with a priority on maintaining safe, age-appropriate content. Through in-game advertising, ABCya managed to keep their platform free to use while generating meaningful additional income.

ABCya - in-game advertising example

Playable and static ads displayed on screen while playing games on ABCya's platform

More Engaged Players

Rockstar Energy Drink partnered with Codemasters on the racing game Dirt 2, creating a five-week branded event called the Rockstar Energy Drink Race Challenge. Players could drive an Aston Martin Vanquish with Rockstar livery and compete for prizes including gift cards, headsets, bags, and apparel. The game was available across Xbox, Steam, and PlayStation.

The outcome: players took part in challenges, engaged with branded content, and actively sought tips from other gamers on how to complete them.

Rockstar Energy Drink Race Challenge in Dirt 2 (2013)

RedBull took a different approach, launching the Solo Q project in 2021 as the official supplier of the League of Legends Championship Series. Gamers competed against each other for branded PC setups and in-game prizes. Solo Q attracted over 40,000 competitors.

Precise Targeting

Wiz Khalifa promoted his 2050 Tour through dynamic ads placed across several game titles on Xbox 360 and PS3. Using geo-targeting, the campaign surfaced only in selected US cities, giving local players the opportunity to purchase tickets ahead of their tour date.

Wiz Khalifa 2050 in-game advertising example

Wiz Khalifa 2050 Tour (2012) promotion visible in a boxing game. Source: RapidFire.com

Popular In-Game Advertising Formats

Advertisers tend to gravitate toward formats that deliver genuine value to players and drive meaningful engagement. When playing video games, you're likely to encounter the following:

• Rewarded video ads: A player receives in-game bonuses in exchange for watching a full-screen, typically unskippable video advertisement.
• Interstitial ads: Full-screen, clickable ads with a call-to-action button that appear when a player completes a level or in-game activity.
• Display banners: Static or dynamic ads positioned at the top or bottom of the game screen.
• Playable ads: A playable demo of a game appears while the user is playing a different game.
• Offerwall: A virtual wall presenting various opportunities — installing apps, completing surveys, or taking on in-game challenges.
• Coupon ads: Players receive unique vouchers or discounts redeemable for offline purchases.

7 Examples of In-Game Ads

Advertising messages have taken many forms over the years. Here are some standout examples from the world of in-game advertising.

Obama's Election Campaign

IGA in-game advertising Obama campaign

Obama's Election Campaign

Barack Obama's 2008 presidential campaign extended into the virtual world, with ads placed in Guitar Hero III, Madden NFL 09, NBA Live 08, Burnout Paradise, Nascar 09, and Need For Speed Carbon — all reminding players to vote. In 2012, the sitting president repeated the approach, placing his image in Madden NFL 13.

NBA 2K22: The City

Nike and Puma are brands deeply associated with both professional and amateur sport, making their placement in NBA 2K22 — developed by Virtual Concepts — an obvious fit. The contextual relevance reinforces the gaming experience, drives brand awareness, and cultivates a positive brand image without feeling intrusive.

Delicatessen VR and Adidas

In 2017, two Adidas-sponsored climbers — Ben Rueck and Delaney Miller — took VR players on a journey to the summit of the Bavella mountain range in Corsica. Players assumed the role of Delaney, who slips just before reaching the top. The first-person perspective made it a genuinely immersive experience, with Adidas branding woven naturally throughout.

Pete's Dragon

In 2016, Disney partnered with RapidFire to promote the remake of Pete's Dragon. RapidFire deployed dynamic in-game ads combined with geo-targeting to reach Portuguese users in the lead-up to the film's release — a focused, market-specific campaign that demonstrated how tightly IGA can be scoped.

Fortnite and Jordan

On December 1, 2021, Fortnite announced a continuation of its collaboration with the Jordan brand. Players could compete for the Air Jordan XI Cool Gray sneaker and explore dedicated branded spaces — including a virtual museum, a basketball court, and an immersive video showcasing the Jordan brand. It's a strong example of gamevertising that integrates a brand into the fabric of the game world.

PAIN and AXE

PAIN is an American game inspired by the Jackass series. The developers partnered with AXE men's deodorant to create a branded in-game contest featuring an original character named Smooth Jarvis — the brand's representative within the game. Players launch Jarvis at obstacles, earning points for aerial acrobatics while the character uses AXE deodorant. The competition drew over 200 recorded gameplay submissions.

Tony Hawk: Ride and Stride

Released in 2009 for PlayStation 3, Xbox 360, and Wii, Tony Hawk: Ride was positioned as a major release but ultimately underperformed. Regardless of the game's commercial outcome, its in-game advertising execution is notable: ads for Stride chewing gum appeared on billboards and environmental surfaces throughout the game, and players could unlock branded achievements — a format that tied brand exposure to player progression.

Summary

In-game advertising gives brands a direct line to a highly engaged audience. Through static ads, dynamic ads, and gamevertising, advertisers can surface their products inside the games their target audience is already spending time in.

Done well, IGA can lift revenue, deepen player engagement with a brand, and deliver precise targeting — whether by geography, platform, or game genre. The examples above show the range of approaches available, from political campaigns and film promotions to footwear brands and energy drinks finding creative ways to meet players inside the game world.