As a smaller business getting locked into an expensive and broad marketing agreement with game developers is probably the last thing anyone wants, besides the developers of course.



Yet with customizable in-game ads becoming more readily available, this platform is becoming much more prominent in all sized businesses.

Before deciding to go through with any in-game marketing, both sides of the plan will have to weigh out the pros and cons of using any of these ads. Founder of IGA Worldwide, a company that helps gaming studios find advertisers for their games, Justin Townsend was quoted saying this: "we see that gamers are generally happy with advertising in games so long as it's not intrusive and so long as it's contextually relevant." As a developer or advertiser, the first questions to be asked is what kind of relevance will the ad campaign bring to the game at hand and what level of distraction will it bring to the gamers? Being seen as a company that caused more distraction than relevance in a game will take a more negative toll on the popular perception of your company than positive. If the ads become widespread and effective enough, there is also the possibility of lowered costs to you, the consumers! Being seen as a company, that used effective in-game ads, and also helped bring the cost of a game down, with 1.2 billion people as your audience, you can probably see how this method of advertising can be a highly sought after practice.

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