Guide
6 min read
How Much Does In-Game Advertising Cost? Cost Drivers by Format
By BrandPlay · Published · Updated
Short answer
There is no standard price for in-game advertising. Cost depends on the format (a billboard costs far less than a custom world), the platform, the amount of custom building or scripting, how long it runs and how much promotion is included. Brands should ask for a scoped estimate against a clear goal, not a rate card.
Why there is no rate card
Display advertising has CPM rates because inventory is standard. In-game advertising is mostly produced work: a build, a mechanic or a partnership. Two campaigns on the same game can differ by an order of magnitude in scope.
Cost drivers by format
| Format | Main cost drivers | Relative effort |
|---|---|---|
| Virtual billboard / display | Number of placements, traffic of the location, duration | Low |
| Sponsored area or item in an existing experience | Partner traffic, exclusivity, custom assets | Medium |
| Branded mini-game or quest | Game design, scripting, art, testing | Medium to high |
| Full branded world | Size, mechanics, art, moderation, upkeep, promotion | High |
| Creator or event activation | Creator fees, event production, number of sessions | Variable |
Hidden costs to plan for
- Promotion: a branded world needs a way to attract players. Building is not the same as reach.
- Maintenance: updates, bug fixes, seasonal content and moderation.
- Compliance review: especially for audiences under 13.
- Reporting: setting up tracking before launch.
How to get a useful quote
Send the following with your brief and the estimate will be much more accurate.
- Goal: awareness, engagement, sales or community.
- Target age group and markets.
- Preferred game, or open to recommendations.
- Timeline and any fixed date, such as a product launch.
- Budget range, if you have one.
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