ContactIn-game environments are some of the most immersive, engaging spaces in the digital world, but the way in-game advertising and sponsorship are managed inside them is outdated.
For too long, brands have been hard-coded into the video game environment. These static placements are fixed into the game at launch and can't be changed without allocating engineering resources, wading into development cycles, and pushing out manual updates.
These inefficiencies have created an expectation gap between the prospect of scaled monetisation and the technical realities of in-game content management.
Let's say a marketing partner wants to swap out their branding in a virtual football stadium for an upcoming campaign. If those placements are hard-coded, the game publisher needs to:
It's not exactly agile. Plus, since hard-coded creatives can't be targeted to different audiences or adapted in real time, opportunities to personalise the player experience or maximise brand relevance are completely lost. As we see it, hard-coded placements are operationally inefficient. They limit creativity and ultimately get in the way of profitable collaboration between game publishers and media buyers.
Dynamic placements change all that—turning once-static placements into dynamic, content-manageable spaces that can be updated, controlled, and monetised in real time. Now, that same banner in the virtual stadium is no longer hard-coded. It's dynamic.
Which means:
And dynamic placements get even smarter when paired with signals from the gaming environment. Bidstack enables game publishers to ingest environmental and player-triggered signals—from geographical location and platform type to in-game behaviours like scoring a goal or completing a level—transforming how in-game content can be targeted and personalised.
For example:
Imagine a virtual pitch-side banner showing one brand to a player in New York on a Friday afternoon and a completely different one to a player in Tokyo on a Sunday evening.
This level of contextual intelligence effectively brings digital media best practices to the gaming world and unlocks an entirely new way for game publishers to think about in-game content management and monetisation—not just as art or experience but as addressable, dynamic media.
