Glossary
4 min read
In-Game Advertising Glossary: Terms Every Marketer Should Know
By BrandPlay · Published · Updated
Short answer
In-game advertising is brand presence inside a video game. The key terms are advergame (a game made to promote a brand), branded world (a branded space players can visit), UGC integration (a brand placed inside a player-made experience) and engagement time (how long players interact with the brand).
Definitions
- In-game advertising: any paid or produced brand presence inside a video game or game platform.
- Advergame: a game created specifically to promote a brand or product.
- Branded world: a map, server or experience built around a brand that players choose to visit.
- UGC integration: placing branded content inside a player-made experience that already has traffic.
- Virtual billboard: a branded display surface inside a game world.
- Product placement: branded items, characters or mechanics used inside a game.
- Engagement time: the time players spend interacting with a branded experience.
- Activation: a time-limited event or campaign inside a game.
- Gen Alpha: children born roughly from 2010 onward, the first generation to grow up with these platforms.
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