What is Dynamic IGA? (In-Game Advertising)

in game advertisement

Like many websites and digital billboards in the real world, some video games have the ability for customisable web banners within them. Unlike typical in-game product placements, which is permanently in the game (unless it is rereleased years later on a new platform), dynamic IGA allows the banners to change after launch. The advantage of dynamic IGAs is that the ads can be quite timely, rather than having to be planned years in advance.

Like display banners on other websites, dynamic in-game advertising allow advertisers to track all types of analytical data

Dynamic In-Game Advertising & The 2008 Obama Presidential Campaign

burnout paradise obama in-game ad

A famous example of this was across 18 games by EA for Microsoft’s Xbox 360 in October 2008 when the then-US Democratic Presidential candidate Barack Obama took out ad placements leading up November 3rd, the eve of the US general election.

Obama in game ad in Madden NFL 09

Some of the games included were Burnout Paradise, Skate 2, NASCAR 09, Madden NFL 09, NHL 09 and NBA Live 09.

obama advertisement in NBA Live 08


What makes this interesting, is that rather than these in-game ads appearing nationwide or worldwide, the ads only appeared in 10 swing states of Ohio, Florida, Iowa, Colorado, Indiana, Montana, North Carolina, New Mexico, Nevada, and Wisconsin.

What do you think?

Written by Keith Nallawalla

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