Guide
7 min read
In-Game Advertising Formats Explained: Billboards, Branded Worlds and Product Placement
By BrandPlay · Published · Updated
Short answer
The main in-game advertising formats are virtual billboards, sponsored items and placements, branded mini-games, full branded worlds, and creator or event activations. Billboards suit awareness, while branded worlds and mini-games suit engagement. Most campaigns combine two formats.
Format overview
| Format | Best for | Limitation |
|---|---|---|
| Virtual billboard | Awareness and reach | Passive. Low recall unless the location is strong |
| Sponsored item or placement | Product familiarity, sharing | Needs a partner with an existing audience |
| Branded mini-game or quest | Engagement time, recall | Needs design and testing |
| Branded world | Long-term presence and community | High cost and needs promotion |
| Creator or event activation | Spikes of attention and trust | Short-lived unless repeated |
How to choose
- If the goal is reach on a short timeline, start with billboards and sponsored placements.
- If the goal is deeper engagement, choose a mini-game or quest.
- If the brand has a long-term plan and promotion budget, consider a branded world.
- Combine a build with a creator or event to drive the first wave of players.
Examples
The FiberCraft project built a city in Minecraft for Bezeq, an example of the branded world format. See the Bezeq case study for details.
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