In-game ads
What we do with in-game advertising
We reach players through rewarded video, playable ads and native visibility placed within the game world. We settle network selection, brand safety and the restrictions on games aimed at children at the very start of the campaign.
Short answer
In-game advertising management is the buying and measuring of ad placements in mobile, PC and console games, such as rewarded video, playable, interstitial and native in-game placements, through the right networks. UNIT İstanbul manages network and format selection, creative production, brand safety and age audience settings, and reporting based on a measurement partner, all together.
What is in-game advertising?
In-game advertising means ads shown in the ad placements inside mobile, PC and console games. Game developers sell these placements through ad networks, and advertisers buy this inventory for app promotion, brand awareness or product promotion. The player audience is wider than people often assume, and it varies greatly by age, interests and game genre.
On this page we look at the subject from the advertiser's side: which formats exist, which networks they are bought through and what to watch out for when setting up a campaign. We describe the overall framework for niche channels on our ASO and niche channels page.
What types of in-game advertising are there?
Types of in-game advertising differ according to how far they interrupt the player's experience and which goal they serve. The table below summarises the formats we use most often.
| Type | Where it appears | What it does | When we choose it |
|---|---|---|---|
| Rewarded video | At moments when the player chooses to watch in exchange for an extra turn, a life or in-game currency | A full-screen video watched voluntarily, with high attention | For app promotion and for products whose message can be told in a short time |
| Playable ad | Mostly in rewarded or interstitial placements, as an interactive mini experience | Lets users try the product or game before installing it | For games and apps whose experience can be shown in a short interaction |
| Interstitial ad | Full screen, at natural pauses in the game such as between levels | Broad reach and strong visibility | For launches aimed at a wide audience, when the frequency cap is set carefully |
| Display (banner) ad | At the edge of the game screen or in menus | Low-cost, continuous visibility | In supporting campaigns for reminders and retargeting |
| Native in-game placement | Inside the game world: trackside boards, pitch-side ads, posters in a city | Brand awareness without interrupting the game | In awareness campaigns for brands that do not want to disrupt the player experience |
Why do rewarded video and playable ads stand out?
Rewarded video and playable ads command high attention because they are formats the player watches or tries of their own accord. The player sees the ad not as an interruption but as a trade. This increases the likelihood that the message is watched to the end.
A playable ad is a small experience, usually HTML-based, that lets users try the product through a short interaction inside the ad. In game promotion it shows the game's core mechanic; in app promotion it shows the app's main function. It takes more effort to produce than a video ad, so we first test a simple version and then develop the concept that works.
The key point with playable ads is honesty. The experience shown in the ad must genuinely be reflected in the product that gets installed. Misleading playable ads may bring clicks in the short term, but they carry risks in terms of user dissatisfaction and platform policies.
Which networks are in-game ads bought through?
In-game ads are mostly bought through ad networks and programmatic buying platforms. Google provides access to app inventory on the AdMob network through Google Ads campaigns, while companies such as Unity and AppLovin offer advertising platforms specialising in mobile game inventory. Which network is right depends on the target audience, the market and the campaign goal.
- Google: Delivery on AdMob inventory through App campaigns and display campaigns; this can be managed alongside your existing Google Ads account.
- Game-focused networks: Networks such as Unity and AppLovin offer broad inventory in in-game video and playable formats, along with their own optimisation systems.
- Programmatic buying: Programmatic platforms and specialist sellers for native placements and specialised inventory such as PC or console games.
- Social platforms' partner networks: Platforms such as Meta and TikTok can also extend campaigns to their own partner app networks.
We do not tie ourselves to a single network. We trial each new network with a limited test budget, compare the results through the same measurement partner and scale the ones that work.
How is in-game ad creative prepared?
In-game ad creative is prepared according to the player's situation at that moment and the format in which the ad appears. The player is in the middle of a game; creatives that catch attention quickly, make sense with the sound off and deliver the message in the first moments are the ones that stand out.
- Videos prepared in separate orientations for games played in portrait and landscape
- Storytelling supported by text and visuals that works with the sound off
- A single clear interaction and an obvious closing call to action in playable ads
- Simple brand visuals in native placements that can be read from a distance and at a glance
We do not produce creatives once and leave them; we refresh them periodically. Because the same player can see the same ad often in in-game inventory, creative fatigue sets in quickly; based on test results, we keep the concepts that work going with new variations.
How is brand safety ensured in in-game advertising?
Brand safety in in-game advertising is ensured by deciding, before the campaign is set up, which games the ad will appear in, in which content context and to which age audience. Game inventory is vast and varied. A campaign left unchecked can end up in games with content that does not suit the brand, or in low-quality apps.
- Exclusion settings based on game categories and content ratings
- App-level inclusion and exclusion lists, with placement reports reviewed regularly
- Tracking the relationship between clicks and post-install behaviour to tell accidental clicks and fake traffic apart
- A frequency cap that stops the same ad being shown to the same player over and over
- Viewability measurement in native placements that shows whether the ad was actually seen on screen
What are the advertising rules for games aimed at children?
In games aimed at children, personalised advertising is heavily restricted and additional rules apply to ad content. App stores' family and children's category policies, data protection legislation and children's privacy regulations in many countries limit which ads can be shown in these games and with which data.
In Türkiye, commercial advertising legislation contains specific provisions for ads aimed at children, and KVKK, Türkiye's data protection law, applies to the processing of personal data. Ads for legally restricted categories such as alcohol, for products aimed at adults and for some financial products should not be shown in games that children play. We clarify these limits before the campaign with you and, where necessary, with your legal adviser.
The reverse also matters: a brand aimed at adults should pay attention to age ratings and audience settings so that it does not reach children playing games with a general audience. The game genre alone does not tell you a player's age.
Which brands is in-game advertising suitable for?
In-game advertising fits most naturally with app and game promotion, but it is not limited to them. Food and drink, retail, entertainment, transport and technology brands that want to reach a broad consumer audience can also use game inventory, particularly through native placements and rewarded video.
For B2B services or brands aimed at a very narrow, professional audience, in-game advertising is usually not a priority channel. When deciding, we look at whether your audience actually plays games, whether your message can be told in a short time and how well the game context fits your brand. We cover the store and measurement side of app promotion on our mobile app advertising page.
How are in-game campaigns measured?
In-game campaigns are measured with different indicators depending on the goal: for app promotion, installs and in-app actions; for brand campaigns, viewability, view completion and brand awareness indicators take the lead. For app promotion we set up measurement through a mobile measurement partner (MMP), so that results from different networks can be compared on the same basis.
In formats where accidental clicks can be common, click-through rate is a misleading indicator. That is why we base our assessment not on clicks but on post-install behaviour and on events tied to the business goal.
How we work
Goal and audience definition
We define the campaign's purpose, the target age audience, the markets and the contexts in which your brand does not want to appear.
Network and format selection
Depending on the goal, we choose rewarded video, playable, interstitial or native placement formats and the networks to be tested.
Creative production
We prepare video, playable ad and visual sets suited to each format, in a style that does not disrupt the player experience.
Brand safety and measurement set-up
Before the campaign we set up exclusion lists, frequency caps, the MMP connection and the indicators to be reported.
Testing, scaling and reporting
We test networks with a limited budget, review placement reports and scale the combinations that work.
What we deliver
- A campaign plan covering goals, audience and the brand safety framework
- A network and ad format recommendation with a test plan
- A creative set for rewarded video and interstitial ads
- A playable ad concept and a test version
- Exclusion lists at game and app level
- A compliance checklist for inventory aimed at children
- A measurement set-up connected to the measurement partner
- A periodic performance report by placement and network
Get a quote
How does the quote process work?
It starts with a message. We prepare the rest, and no work begins until you have seen in writing what you pay for, why, and how much.
Message us
Tell us briefly about your business, your goal and your website, on WhatsApp or by email.
Free initial analysis
We review your search visibility, how AI answers mention you and any ad accounts you run, and prepare a one-page summary.
Strategy call
We go through the summary together and agree on priorities, goals and the metrics we will track.
Written proposal
We send a proposal that spells out scope, deliverables, timeline and fee. We start once you approve it.
Frequently Asked Questions
- Is in-game advertising only for game companies?
- No. Although game and app promotion is the most common use of this inventory, many brands that want to reach a broad consumer audience can use in-game advertising. Native placements and rewarded video in particular are well suited to delivering a brand message without interrupting play, or with the player's consent. The decision depends on your audience and on how well your message fits the format.
- What is the difference between rewarded video and an interstitial ad?
- With rewarded video, the player chooses to watch in exchange for an in-game reward, so attention and positive perception are higher. An interstitial ad is shown at natural pauses in the game without the player choosing it; its reach is broad, but it can become irritating if frequency is not controlled. We use the two formats for different goals.
- Is producing a playable ad difficult?
- It takes more design and development effort than a video ad, because it is a small interactive experience and must meet the networks' technical rules. So we first test a simple version that shows the product's core function, then develop the concept that works. Game companies can often speed up this process by using the game's own visual assets.
- How do we stop our ad being shown to children?
- In the campaign settings we exclude games and apps aimed at children, apply filters based on content ratings and review placement reports regularly. Even so, no setting can know a player's real age with certainty. That is why, for products aimed at adults, we also assess general-audience games carefully and, where necessary, exclude them entirely.
- Is there a risk of fake traffic in in-game advertising?
- Yes, as with any programmatic inventory. Accidental clicks, low-quality apps and fake traffic can distort results. We manage this risk by basing our assessment on post-install behaviour rather than clicks, using the measurement partner's fraud protection and regularly excluding suspicious placements.
- Which ad network should we start with?
- There is no single right answer. For app promotion, starting with AdMob inventory through an existing Google Ads account is often a practical first step. If there is a gaming-focused audience and strong video or playable creative, we also add networks such as Unity and AppLovin to the test plan. The decision depends on the audience, the market and the goal.
- Do you promise a specific result from in-game advertising?
- No. Results depend on the quality of the creative, the product itself, the networks chosen, competition and budget. What we commit to clearly is network and format selection, brand safety settings, the measurement set-up and the test plan, and we report progress every period using the same indicators.
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