In-Game Advertising. What Practices Are Best?

August 23, 2018 / Taylor Kilduff

Video gaming is an area with ever-growing popularity. As it stands nearly two thirds of Americans own at least one gaming device and the revenue for the digital game industry is expected to continue growing in the coming years. The popularity of this industry has led advertisers to use in game advertisements. Bidmon and Röttl crafted a study that measured the effects of in game advertisements on touch screen mobile devices and whether interactive or static ads were more effective in increasing brand recognition. What they found was that interactively placed brands(i.e. ads the game user can interact with) created more positive attitudes toward the brand and elicited greater brand recognition that statically placed ads (i.e. non-interactive video, banner, etc.).

Takeaway for Managers:

Interactive advertisements may be the better choice if you want to promote your

brand using in game advertisements. As the game industry’s revenue continues its climb and games become more accessible through mediums such as mobile apps, the gaming industry will continue to be fertile ground for managers to promote their brand through advertisements.  It is imperative that managers use advertisements that will produce optimal results, and this study suggests interactive advertisements are their best bet for in game advertising. It is also possible that the effectiveness of these types of ads could reach beyond in game advertisements, but that is yet to be seen.


Bidmon, S., & Röttl, J. (2018). Advertising Effects of In-Game-Advertising vs. In-App-Advertising. Advances in Advertising Research IX, 73-86. doi:10.1007/978-3-658-22681-7_6