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+ Pillar 03 · In-game advertising

One of the world's largest channels —
still under-bought.

Gaming and esports are now the biggest entertainment category in the world, challenged only by social media — and ad spend here is still rare. A real opening for early adopters to lead in a contextually safe environment.

Talk to us See packages
What it looks like

Your brand, inside the game.

Perimeter boards, trackside banners, stadium signage. In-game ads hang where sponsors hang in the real world, so players see them as part of the scene.

  • Football game with purple Rakuten perimeter boards along the touchline
    Perimeter boards around the pitch
  • Off-road racing game with Coca-Cola banners along the track and a billboard ahead
    Trackside banners and a billboard
  • Top-down mobile football game with Rakuten boards around the pitch
    Pitch-side boards in a mobile game
  • American football game with Pirates of the Caribbean signage on the stadium boards
    Stadium signage in a sports title

All in-game images on this page are examples of placements from the market. Brands and titles belong to their respective owners.

The audience

Four gamers. Four ways to reach them.

"Gamer" isn't a single audience. We plan against four distinct profiles — and pick the placements, titles and platforms that actually match the brief.

  • Person playing a card game on a smartphone held in both hands
    01

    Casual

    Mobile & social

    Plays without investing too much time — typically with friends or commuting.

  • Two people on a sofa with headsets and console controllers
    02

    Console

    Dedicated hardware

    Plays at home in longer sessions on a dedicated console — sport, racing, AAA.

  • Person with headphones at a desk with two monitors, playing a strategy game
    03

    Hardcore

    Online & passionate

    Spends serious time gaming and watching streams. Always up to date on the scene.

  • Team in matching jerseys with headsets at a row of gaming monitors
    04

    Streamer

    Dedicated & ambitious

    Streams their own play on a dedicated setup and manages the audience around it.

What makes it work

Treat it like virtual out-of-home.

In-game ads live in pre-paid, immersive environments. The rules of relevance are different from social or display — and craft is the cost of entry.

  • Upper-funnel format

    Built for brand awareness and affinity, not clicks. In-view measurement plus brand-lift studies — virtual OOH, not performance media.

  • Content is king

    Players paid to be there. Interrupting them backfires — the better your brand fits the context, the more the message sticks.

  • No call to action

    No click-outs. Don't ask for a physical action. Strong logo, clean imagery, short copy — measured, not interrupted.

Where your ads run

Premium supply across every device.

We work with the leading in-game ad networks so you get the right inventory for the audience — from AAA sport stadiums to casual mobile and VR.

  • Rally game with Verizon Media banners along the track

    Bidstack

    PC & Console

    AAA sport and simulation inventory — virtual stadiums and venues.

  • Street scene in a 3D game with a McDonald's poster in a display case

    Admix

    Mobile & VR

    Standard display, interaction and video plus VR games and apps.

  • Racing game with Turner flags along the road

    Anzu

    Mobile & Console

    Mobile inventory at scale, with console and PC for core audiences.

  • Endless runner with Knorr banners beside the rail track

    Adverty

    Mobile & Console

    Crossplay inventory across casual mobile and core console titles.

  • Tiles of six Microsoft casual games, including Solitaire, Jigsaw and Mahjong

    Microsoft

    Casual Games

    Casual game inventory through the Microsoft advertising stack.

Programmatic

Reach the audience traditional media misses.

Younger generations are increasingly affluent, don't watch traditional TV, are unreceptive to classical advertising — and act as influencers in their networks' buying decisions.

  • Curated channels that speak directly to gamers and esports fans.
  • Targeted reach for gamers based in Switzerland.
  • Algorithmic optimisation against the KPIs that matter to you.
  • Direct connection to the audience that's relevant to your brand.
Pricing

Three packages. Clear inputs, clear outputs.

Standard CPM CHF 15. Minimum sale CHF 3,000. Standard IAB display and video formats — sport, adventures, puzzle & party, simulation titles.

  • Silver
    CHF 7,500
    • CPM CHF 27.00
    • Impressions ~277,000
    • Formats Standard formats
  • Most popular
    Gold
    CHF 15,000
    • CPM CHF 23.00
    • Impressions ~652,000
    • Formats Standard formats
  • Platinum
    CHF 30,000
    • CPM CHF 19.00
    • Impressions ~1,578,000
    • Formats Standard + premium formats
Creative specs

Six standard IAB formats.

Standard display and video formats. JPG or PNG, 72 DPI, max 2 MB. No transparent PNGs. No interactive call-to-action.

  • 1 Skyscraper 160 × 600 4:15 Standard
  • 2 Rectangle 300 × 250 6:5 Standard
  • 3 Leaderboard 728 × 90 364:35 Standard
  • 4 Mobile 320 × 50 32:5 Standard
  • 5 Halfpage 300 × 600 1:2 Premium
  • 6 Maxiboard 970 × 250 97:25 Premium
Desktop monitors, smartphones and a tablet with the ad placements 1 to 6 marked in purple
The numbers match the format list.
Creative principles
  • Football game with a large Rakuten board behind the goal

    Bold logo placement

    Make sure gamers recognise the brand.

  • Racing game with a single clear billboard at the end of the straight

    Simple imagery

    Clear brand colours, no chaotic designs.

  • Racing game on a city street with a large M&M's billboard

    Few words

    Large format ≤ 8 words; mobile ≤ 4. Action words land best.

  • Fantasy game scene with a Mastercard banner between two event banners

    Make it cool

    They're playing. Earn the "that's cool" moment.

Get in touch

Tell us your market.
We'll come back with the route.

Short brief, one call. If in-game advertising is right for you we'll size a package — and if it isn't, we'll point you at the route that is.