{"id":3017,"date":"2023-10-11T16:58:38","date_gmt":"2023-10-11T14:58:38","guid":{"rendered":"https:\/\/abiosgaming.com\/press\/?p=3017"},"modified":"2024-04-16T17:02:18","modified_gmt":"2024-04-16T15:02:18","slug":"in-game-adverting-fortnite","status":"publish","type":"post","link":"https:\/\/abiosgaming.com\/press\/in-game-adverting-fortnite\/","title":{"rendered":"In-Game Advertising: How it Works and Why it Works"},"content":{"rendered":"\n

In-game advertising has become one of the hottest ways for brands to genuinely connect with younger gamers that spend hours grinding games or watching esports tournaments. From banners on the Rift during a League of Legends match to skins in Fortnite, here’s how in-game advertising has evolved over the years. <\/strong><\/p>\n\n\n\n

Oftentimes, marketing experts will label gamers as some of the hardest to market to. Why? Gamers can smell fakeness, cringe, and inauthenticity from miles away<\/a>. To appeal to this specific demographic, non-endemic brands have become quite creative in an attempt to genuinely integrate themselves into gaming culture. One way is through in-game advertising. <\/p>\n\n\n\n

This is a powerful way to make an impact with a very important group of potential consumers. Here are some of the most successful examples of in-game advertising done right. <\/p>\n\n\n\n

League of Legends<\/h2>\n\n\n\n

Riot Games has a long-time partnership with Honda<\/a>, often focused on League of Legends’s competitive side. In 2020, the two collaborated on a very genius way to advertise Honda during the LCS: Banners on Summoner’s Rift. <\/p>\n\n\n\n

The banners were visible to the audience during matches but players couldn’t see them, limiting distractions. These in-game banners have been implemented into other official League of Legends tournaments in other regions, proving their success. <\/p>\n\n\n\n

Instead of intrusive segments between matches or boring advertisements, Honda was able to have its name within the game itself without disrupting the LCS in any way. It also was reminiscent of seeing banners in a traditional sports arena, making it pretty entertaining to see. <\/p>\n\n\n\n

In more recent years, League of Legends has also received exclusive skins sponsored by brands like Louis-Vuitto<\/a>n. This was yet another way to easily integrate brands into the MOBA’s gameplay without shoving any messaging in gamers’ faces. <\/p>\n\n\n\n

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Unveiling the #LVxLol<\/a> Collection.#LouisVuitton<\/a> presents a @LeagueofLegends<\/a> capsule designed by @TWNGhesquiere<\/a> and in partnership with @RiotGames<\/a>. Discover the collaboration at https:\/\/t.co\/DdprEPlFDk<\/a> pic.twitter.com\/rFGFj8DSJD<\/a><\/p>— Louis Vuitton (@LouisVuitton) December 9, 2019<\/a><\/blockquote>