Planning creative for virtual billboards and surfaces

Plan a virtual billboard around the player's view. Surface shape, viewing distance, camera movement and the surrounding scene decide whether the message stays recognisable. Before approving artwork, request specifications and a player-view preview for each materially different surface.

In-game advertising standards from key Australian-aligned sources

Brief each surface

Record whether the asset will appear on a flat hoarding, tilted sign, screen or curved object. Ask for its usable dimensions, aspect ratio, cropping rules and smallest supported device view. Find out whether one file will be reused across games or surfaces. A logo that dominates a design proof may occupy only a small part of the screen during play.

Ask the seller for the designated in-game space's template and safe area, then check the artwork in a game preview. Keep visuals simple and text short enough to read at the intended viewing distance.

Give the artwork a clear hierarchy: brand, one message and, if useful, a short prompt. Confirm whether the unit is clickable or otherwise interactive before using a button-shaped call to action. If interaction is unavailable, avoid implying that a tap is possible.

Check readability during play

View a normal route towards and past the surface on the intended device. Check the distances and angles players are likely to encounter, including camera movement. Inspect any bright and dark conditions the game uses, and whether interface panels or game objects cover the brand or essential wording. A still image can reveal surface fit, but cannot show how long a moving player has to read it.

In the preview, check screen coverage, angle, obstruction and visibility. Meeting a viewability rule does not mean a complicated offer can be understood. If material conditions are hard to read in the likely view, simplify the message rather than shrinking the type.

Give each variant a purpose

Use separate crops when surfaces have meaningfully different proportions. A narrow pitch-side board may call for a brand and short proposition; a larger screen may hold more detail. Check both in gameplay rather than assuming either design works from its flat proof.

For an animated or video surface, confirm file and playback rules, whether sound is available and when the message first appears. Preview it in gameplay with sound off and check that branding and essential text appear promptly and remain readable.

Record the approved game and surface, final file version, preview conditions and essential message. That gives later creative changes a clear reference without treating artwork approval as proof of player exposure.