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In-Game Advertising

In-Game Advertising

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In-game advertising (IGA) is a type of digital advertising that displays image, video, and audio ads inside video games. Most examples of IGA are found inside mobile games for iOS and Android but they can also appear in games played on computers and game consoles such as Xbox, Nintendo Switch, and PlayStation. There are three main forms of in-game advertisements: dynamic in-game ads, static ads , and gamevertising.

More than 177 million players log on to play video games via mobile or console in the U.S. every month, a valuable group of consumers that’s growing fast. With an average age of 36 for women and 34 for men, gamers can be a challenge to reach with traditional efforts, making in-game advertising an effective way to engage. It can be as seamless (and effective) as having your brand’s logo appear on the boards surrounding the pitch in a popular soccer video game, or perhaps having an advertisement on a billboard in a popular race car game. In-game ads can be personalized to deliver relevant messaging and foster emotional connections with gamers, all without disruption.

Level Up With Console To Customer: Press Stare Now

In-game advertising (IGA) is a type of digital advertising that displays image, video, and audio ads inside video games. Most examples of IGA are found inside mobile games for iOS and Android but they can also appear in games played on computers and game consoles such as Xbox, Nintendo Switch, and PlayStation. There are three main forms of in-game advertisements: dynamic in-game ads, static ads , and gamevertising.

More than 177 million players log on to play video games via mobile or console in the U.S. every month, a valuable group of consumers that’s growing fast. With an average age of 36 for women and 34 for men, gamers can be a challenge to reach with traditional efforts, making in-game advertising an effective way to engage. It can be as seamless (and effective) as having your brand’s logo appear on the boards surrounding the pitch in a popular soccer video game, or perhaps having an advertisement on a billboard in a popular race car game. In-game ads can be personalized to deliver relevant messaging and foster emotional connections with gamers, all without disruption.

Different Types of In-Game Advertising

  • Static In-Game Advertising (SIGA)

Static ads are built into the game during the app's development stage. As the name suggests, the ads cannot be changed in static in-game advertising. Similar to product placement in a movie or music video, static ads often appear in the games on billboards or signs. Given that these ads cannot be changed, they haven’t been as popular as the dynamic ads we’ll discuss below. However, static in-game advertising is increasing as newer iterations allow for greater customization. In fact, by 2028, static ads are anticipated to generate a revenue of $6,365.3 million.

  • Dynamic In-Game Advertising (DIGA)

Dynamic ads, unlike their static counterparts, are banners displayed within a game that can be updated in real-time. This flexibility makes dynamic in-game advertisements highly scalable and adaptable, allowing advertisers to tailor content and target specific user demographics, including geo-targeting opted-in users. The versatility of these ads is a major draw for advertisers, as they can leverage a variety of ad formats to engage gamers without disrupting the gaming experience.

Different Types of In-Game Advertising

  • Static In-Game Advertising (SIGA)

Static ads are built into the game during the app's development stage. As the name suggests, the ads cannot be changed in static in-game advertising. Similar to product placement in a movie or music video, static ads often appear in the games on billboards or signs. Given that these ads cannot be changed, they haven’t been as popular as the dynamic ads we’ll discuss below. However, static in-game advertising is increasing as newer iterations allow for greater customization. In fact, by 2028, static ads are anticipated to generate a revenue of $6,365.3 million.

  • Dynamic In-Game Advertising (DIGA)

Dynamic ads, unlike their static counterparts, are banners displayed within a game that can be updated in real-time. This flexibility makes dynamic in-game advertisements highly scalable and adaptable, allowing advertisers to tailor content and target specific user demographics, including geo-targeting opted-in users. The versatility of these ads is a major draw for advertisers, as they can leverage a variety of ad formats to engage gamers without disrupting the gaming experience.

6 Most Common Dynamic In-Game Advertisements

Interstitial Ads

Interstitial ads are rich interactive ads covering the entire screen. These ads take advantage of natural pauses in the user’s gaming experience, such as the break between levels. As they don’t interrupt the user experience, interstitial ads generally generate high impressions and conversions. The creative and timing of an interstitial ad are critical to its success.

Native Banners

Native banners appear similar to web banner ads in that they blend seamlessly into the background in which they are placed for an unobtrusive ad experience. Unlike display banners, native ads are embedded and therefore, appear as part of the content. By 2025 native ad spend worldwide is anticipated to reach $400 billion. The increase in ad spend for this ad type is due to continued technical innovation, such as in-feed native ads, which are fully integrated with content.

Contextual ads

Contextual ads are delivered to users based on the user's state at the time the ad is served. Advertisers share set topics and keywords to their digital media source, which then use algorithms to match the ad with relevant content, keywords, topics, and images. Contextual ads are rising in popularity thanks to the latest privacy regulations that have changed the type of information advertisers can collect. Visit Contextual advertising’s comeback for further insights on harnessing contextual ads.

Rewarded video ads

As the name suggests, this format of ads rewards users if they watch a full-screen ad. After users watch a 15-30 second video ad, they are given in-game currency, extra lives, more levels, etc. Users tend to prefer rewarded video ads to in-app purchases, and 62% of developers reported increased user retention after introducing rewarded video ads. Learn more here.

Playable ads

Playable ads are interactive video ads. In this form, users can play a short preview of the gaming app before deciding to download it. This pared-down version offers the app’s essential features so that users can “try before they buy”. By allowing gaming audiences a glimpse of how the app works, playable ads tend to reduce uninstall rates and increase retention.

Gamevertising

Gamevertising typically involves a brand creating their own video game or making their products and services a key part of the video game. Game developers allow you to combine game mechanics with advertising formats, as in the case of Forza Horizon 4. As a racing driver, you can choose a real-life car brand, such as Ford, Dodge, Audi and many more.

Learn more here.

6 Most Common Dynamic In-Game Advertisements

Interstitial Ads

Interstitial ads are rich interactive ads covering the entire screen. These ads take advantage of natural pauses in the user’s gaming experience, such as the break between levels. As they don’t interrupt the user experience, interstitial ads generally generate high impressions and conversions. The creative and timing of an interstitial ad are critical to its success.

Native Banners

Native banners appear similar to web banner ads in that they blend seamlessly into the background in which they are placed for an unobtrusive ad experience. Unlike display banners, native ads are embedded and therefore, appear as part of the content. By 2025 native ad spend worldwide is anticipated to reach $400 billion. The increase in ad spend for this ad type is due to continued technical innovation, such as in-feed native ads, which are fully integrated with content.

Contextual ads

Contextual ads are delivered to users based on the user's state at the time the ad is served. Advertisers share set topics and keywords to their digital media source, which then use algorithms to match the ad with relevant content, keywords, topics, and images. Contextual ads are rising in popularity thanks to the latest privacy regulations that have changed the type of information advertisers can collect. Visit Contextual advertising’s comeback for further insights on harnessing contextual ads.

Rewarded video ads

As the name suggests, this format of ads rewards users if they watch a full-screen ad. After users watch a 15-30 second video ad, they are given in-game currency, extra lives, more levels, etc. Users tend to prefer rewarded video ads to in-app purchases, and 62% of developers reported increased user retention after introducing rewarded video ads. Learn more here.

Playable ads

Playable ads are interactive video ads. In this form, users can play a short preview of the gaming app before deciding to download it. This pared-down version offers the app’s essential features so that users can “try before they buy”. By allowing gaming audiences a glimpse of how the app works, playable ads tend to reduce uninstall rates and increase retention.

Gamevertising

Gamevertising typically involves a brand creating their own video game or making their products and services a key part of the video game. Game developers allow you to combine game mechanics with advertising formats, as in the case of Forza Horizon 4. As a racing driver, you can choose a real-life car brand, such as Ford, Dodge, Audi and many more. Learn more here.

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See how Tiaten CRM can help you stay focused on what matters most, Your Business.

Manage, Organize, and Track All Your Ad Campaigns Easily

Discover a comprehensive solution tailored for business owners with our Customer Relationship Management (CRM) software. Delegate tasks seamlessly and focus on your core operations while benefiting from robust automation features, website hosting, development, and marketing tracking capabilities. Enhance your online presence with integrated advertising, social media management, e-commerce, and shopping tools, ensuring streamlined sales processes.

Experience seamless integration with popular platforms such as QuickBooks, Shopify, and Google suite, optimizing operational efficiency. Navigate crises effortlessly with built-in crisis management, while monitoring reviews and managing your reputation effortlessly. Explore the versatility of our software with sales funnel creation, payment processing, and conversational AI plugins for lead nurturing and conversion, suitable for all industries and niches.
See how Tiaten CRM can help you stay focused on what matters most, Your Business.