In 2022, the number of global video game players reached 3.03 billion. This figure includes approximately 1.75 billion mobile gamers, making it the largest category within the digital gaming segment. In the next five years, this figure is expected to exceed 2.32 billion. This is a clear indication of the growing opportunities for advertisers to quickly access diverse and engaged audiences. In-game advertising stands out as a medium that can help brands reach their ideal customers.

So, how exactly does in-game advertising work? What are the advantages of in-game advertising and what are some of the best examples? Let’s dig deeper to find out!

What is In-Game Advertising?

In-game advertising is the practice of buying advertising space in computer, video and mobile games. In-game advertising is advertising that takes place within video games and is integrated naturally without disrupting the game experience. Developers use this strategy to increase their revenue by selling available advertising space in game environments or within the game itself. Although advertising in games is considered intrusive, significant progress has been made in this area. In-game ads are now often presented in less intrusive formats, with strategies such as pop-up messages, audio ads, billboards, background images, etc.

Who is the Target Audience of In-Game Ads?

in game advertising

The target audience for in-game ads is a large audience of gamers who typically play video games. These ads can appeal to different age groups and game types. Often, gamers have in their minds children playing video games. But reality is not like that. In general, gaming is still largely male-dominated, but mobile gamers are more balanced. It is also worth emphasizing that games (especially mobile games) are played by people from different age groups and contexts, and this audience is growing rapidly. For example, the most active group of mobile gamers is millennials (23-36 years), but the second largest group playing on mobile devices is Gen Xers (37-55 years). Video games are played with equal frequency by Generation Z (16-22 years old). As a result, there are still some misconceptions about the demographics of video games. In fact, in- game ads enable brands to reach virtually any audience in an immersive and entertaining environment, without harming the user experience.

Types of In-Game Ads

Just as we see different types of advertising in every corner of the internet, in-game advertising is not limited to a specific format. Ad formats in games may vary depending on the device or game you are using. There are also some common types of in-game advertising.

According to the IAB’s definition, in-game ads generally fall into three categories:

Ads Integrated into the Game: This type makes advertisers’ content appear to be part of the game world, allowing players to encounter ads naturally. These ads appear in the game environment and do not interrupt the user experience, sometimes even enhancing it.

Ads Around the Game: Such advertisements may include products or services during the gaming experience is used to introduce it. For example, award-winning videos or interstitials.

Game Independent Ads: Such advertisements appear as background or ambient elements within the game. Such ads are presented without distracting the player; they cover opportunities that exist outside the game.

Common In-Game Ad Formats

Let’s take a closer look at the most commonly used in-game ad formats!

Image Banners: Display banners are ad formats that appear in specific areas of in-game screens and usually contain moving images. These banners can be thought of as outdoor advertisements in a virtual environment, used to capture the player’s attention and convey the brand message. They are naturally placed within the game and often appear on billboards.

Video Banners: Video banners are ad formats that appear on in-game screens and usually consist of short video content. It is an effective way to capture the attention of the player and convey the brand message. Instead of an image, these banners show video content integrated into the background of the game. They are usually placed similarly to buildings or roadside billboards and appear in the background of the main game action.

Audio Ads: Audio ads are ads presented through sound effects or characters that the player can hear while playing the game. This ad format can increase brand awareness by capturing the player’s attention through sound (without affecting the user experience). Although it is still a new solution, it is gaining a lot of traction among advertisers and suppliers.

Award-winning Ads: Reward ads are ad formats that offer players the opportunity to interact with the ad by incentivizing them to watch it. These ads can increase brand engagement by engaging players. For example, they can receive in-game rewards such as currency, extra lives or more levels. This allows advertisers to increase brand awareness and players to gain an advantage.

Interstitials: Interstitials can convey the brand message without interrupting the flow of the game. These ads are designed to take up the main screen within the game and require some interaction. points.

Expandable Ads: Expandable ads are ad formats that can expand in certain areas of the screen at the player’s request, offering more information or interaction. These ads can strengthen brand engagement while enhancing the user experience. These ads appear in a collapsed format and appear in full form when the user taps or swipes on them. It usually increases the conversion rates of interested players.

Benefits of In-Game Ads

In-game advertising offers many benefits for both game developers and advertisers. In-game ads provide an additional source of revenue for game developers and give advertisers access to a large audience of gamers.

Wide Audience: Going beyond the traditional stereotype of the young gamer, the games allow people from different age groups and with diverse interests to come together. This diversity provides access to a variety of target audiences for advertisers.

High Visibility: In-game ads are seamlessly integrated into the gaming experience and usually cannot be skipped. The interactive nature of the games allows players to focus their attention on the ads, so the ads are guaranteed to always grab attention.

Precision Targeting: Games often have a specific demographic, which allows advertisers to focus on specific target audiences. Precise targeting options enable more effective campaigns and increased ROI.

Increasing Brand Awareness: In-game ads can help increase brand awareness by introducing players to the brand in a unique and engaging way.

Enhanced Experience: Mixed in-game ads are important as they can add realism to the game environment and provide a more immersive experience. For example, real product ads in sports games can make the game look more realistic.

Transparent Measurement: In-game campaigns allow advertisers to track various metrics, which helps optimize campaigns and improve results.

When done correctly, in-game ads can strengthen brand perception and create a positive impression among players. Creative and attention-grabbing in-game ads help the brand make a more effective impression on players.

Examples of In-Game Ads from Big Brands

Milka: By promoting its new flavors through ads appearing in Wonder Racer mobile games, Milka naturally integrated into the gaming experience and provided a seamless product promotion.

in game ads - Wonder Racer- Milka

Getir: Getir ads appearing in popular car games such as Truck Cargo Sim helped the brand reach new audiences and increase brand awareness.

Getir - in game advertising


Starbucks: In collaboration with Pokémon Go, Starbucks promoted its locations across the US as PokeStops and Gyms in-game and increased brand awareness by offering players specialty drinks.

Starbucks & Pokemon Go - in game advertising

Roblox: IGA Roblox’s in-game advertisement banners with their ads inside . In these ads . Children gained a different perspective on autism and social responsibility with Roblox.

Roblox & İGA - in game advertising

Portuma in In-Game Advertising

Portuma is an innovative platform that integrates in-game advertising without disrupting the player experience and without harming gameplay. Powered by blockchain technology, the Portuma ecosystem enables advertisers and game developers to come together so that both parties benefit mutually. Portuma’s goal is to create an in-game advertising environment that allows players to play freely and integrate ads in a natural way. In-game advertising enables brands to reach their target audiences in new and exciting ways. Therefore, it is predicted that in-game ads will be an indispensable part of marketing strategies in the future. If you want to move your ads get off to a smooth start by contacting the Portuma team.