In-Game Formats
Advertising inside games
Understand where ads appear during play, how to match a placement to a campaign goal and what evidence to request for an Australian brief.
Ads inside games can sit on a game-world surface, beside the play area or at a break. Some formats offer an in-app reward. Identify where and when the player meets the ad: that shapes the message, the interruption and the delivery evidence to request.
Map the experience before choosing a format
| Where the message appears | What the player encounters | First question for the buyer |
|---|---|---|
| Within the game world | A branded surface such as a virtual sign or screen | Will players have an opportunity to see the booked creative? |
| Beside the play area | A display unit occupying part of the app screen | Does it leave important game controls clear? |
| At a break | A full-screen ad between activities or levels | Is the timing a natural pause? |
| With a reward offer | An ad associated with a stated in-app benefit | What choice does the player have, and what earns the benefit? |
These descriptions locate possible ad types; they do not prove a particular game offers them. A proposal should name the game or app, device, placement and creative type. Ask to see the player's view immediately before, during and after the ad.
Esports sponsorship reaches people following a team, event or broadcast. A sponsor logo visible in a match stream does not establish that the brand appeared in every viewer's own game session.
Match the placement to the message
A virtual sign can carry a recognisable brand and a short idea while play continues. It is a poor place for detailed conditions.
A full-screen break gives a message more space but interrupts play. A rewarded ad adds an incentive, so completion may reflect interest in the in-game benefit rather than the advertised product.
For recognition, check whether the brand is clear in the likely player view. For a visit or install, confirm that the proposed unit offers a destination action and that the destination matches the ad. Do not assume that a game-world surface is clickable.
Creative requirements depend on the game and supply path. Request a preview on the intended device at normal gameplay speed. Check legibility, controls and any reward disclosure in the experience the player will see.
The ACCC notes that developers may use manipulative techniques targeting consumers to increase revenue from “free” games. When an ad is tied to an in-game benefit, examine the player's choice and the surrounding offer rather than assuming the placement is simply another exposure.
Ask what the delivery figure means
Before launch, ask the seller to define each reported metric, including impressions and viewable impressions, and identify the games, devices and placements its method covers. Request unknown or unmeasured delivery separately.
Viewability describes an opportunity to see an ad; it does not establish attention, recall or a sale caused by the ad.
An impression does not by itself establish that the player had a viewable opportunity to see the creative.
Key Advertising Metrics and Definitions
- Impression
- One instance of an ad being loaded; does not guarantee visibility
- Viewability ≠ Attention
- No guarantee of recall or purchase intent
- Delivery Evidence
- Must be defined before launch; include games, devices, placements covered
Make an Australian brief usable
For an Australia-focused campaign, specify whether the intended audience means people likely to be in Australia when an ad is served, accounts associated with Australia or another defined group. Ask how the seller applies that definition and reports traffic whose location is unknown. A global game or tournament audience cannot establish the Australian delivery available to the campaign.
Record any product-specific age and content restrictions, approved game contexts and who may authorise a substitution. A usable brief names the audience and goal, shows the proposed player experience and defines the delivery evidence required afterwards.
A campaign brief can state an age restriction, but that does not make it an age classification for a game. The ACCC says it does not provide age classifications for online games and directs people to the Australian Classification Board; it also identifies the Office of the eSafety Commissioner for online safety regulation.
Check the Australian consumer-law context
The Australian Consumer Law applies to almost every business that promotes or sells to Australian consumers. For a game campaign, review the complete message, including what it leaves out and how information is presented: advertising must not mislead or deceive, or be likely to do so, in its overall impression on a reasonable consumer.
Make the review part of creative approval, not just a check of the headline. The same principle applies across advertising, website copy, sales scripts and social posts, so consider the message alongside any accompanying copy that helps explain the offer.
The ACCC monitors advertising across traditional and digital channels and can investigate if a business may have misled or deceived consumers. It uses reports to inform its education, compliance and enforcement work, and may take compliance or enforcement action.
In this guide
- In-game ads versus esports sponsorshipsCompare player-facing game ads with esports sponsorships by audience, rights, delivery evidence and campaign goal.
- Choosing game advertising by audience and campaign goalTurn an Australian gaming brief into an audience definition, suitable ad contact and measurable outcome.
- Understanding where an ad appears during playFollow a game session to distinguish world surfaces, adjacent units, breaks and reward offers before approving a placement.
