In-Game Advertising for Brands
BrandPlay is a production studio that places brands inside the games their audience already plays. We handle strategy, design, building, launch and reporting.
Short answer
In-game advertising is paid or produced brand presence inside a video game or game platform. It ranges from static virtual billboards to fully branded worlds and playable product experiences. Unlike a video ad, the player chooses to spend time there, so the measure that matters is engagement time, not just impressions.
The main in-game advertising formats
Most campaigns combine two or three formats. The right mix depends on the platform, the audience age and whether the goal is awareness, consideration or direct engagement.
- Virtual billboards (display): branded surfaces placed in high-traffic areas of a game world. Best for awareness and reach.
- Brand experiences: a branded world, map or mini-game that players enter voluntarily. Best for engagement time and recall.
- Interactive product placement: branded items, characters or mechanics players can use or wear. Best for product familiarity and sharing.
- Community and creator activations: events, challenges and creator-led content around the branded build.
How a BrandPlay project works
Every project follows the same five steps so scope, timeline and reporting are clear from the start.
- Brief and audience: goals, target age group, markets and brand guidelines.
- Platform and format selection: which game and which format fit the goal.
- Concept and design: build plan, mechanics and visual direction approved by the brand.
- Production and testing: building, moderation and safety review, and QA with real players.
- Launch and reporting: go-live, community support and a results report.
What affects the cost
Prices depend on scope rather than a fixed rate card. The main drivers are the platform, the size and complexity of the build, custom mechanics or scripting, how long the activation runs, and whether creators or live events are included. A simple billboard placement costs far less than a custom branded world. Contact us with a brief and we will give a scoped estimate.
Measuring results
Because players choose to enter branded experiences, we report on behaviour rather than only reach: visits, time spent, return visits, interactions with branded items and community sharing. Available metrics depend on the platform and the format.
Frequently asked questions
What is in-game advertising?
In-game advertising is brand presence inside a video game or game platform, such as virtual billboards, branded worlds, or interactive product placement.
Which games can brands advertise in with BrandPlay?
BrandPlay works with Minecraft, Roblox, Fortnite and Hytale, and recommends the platform based on the target audience and campaign goal.
How is in-game advertising different from social media advertising?
Social ads interrupt a feed, while in-game experiences are places players choose to spend time in. That tends to give longer engagement, but it needs more production than a standard ad creative.
How long does a project take?
Simple placements can be live within weeks, while custom branded worlds usually take longer. The timeline is set in the scoped proposal.
Is in-game advertising safe for brands targeting young audiences?
Safety depends on the platform rules and on how the experience is built. BrandPlay builds with each platform's guidelines and moderation requirements and reviews every experience before launch.
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Get a scoped estimate
Send a short brief and we will reply with options and a price range.