Brands in Play: Top 10 Examples of Stellar In-Game Brand Collaborations

In an era where attention is the new currency, the intersection of gaming and advertising has emerged as a battleground for the innovative, the daring, and the visionary. Imagine a world where sneakers float through virtual skies, presidential campaigns leap off the billboards of virtual cities, and energy drinks fuel not just gamers, but their digital avatars. Welcome to the audacious and groundbreaking realm of in-game advertising – a landscape where brands become part of the story, creating immersive experiences that resonate with millions. So let’s plug in those controllers and delve into some of the most trailblazing in-game advertising campaigns that have not only captured imaginations but have also set new benchmarks for engagement in the digital age.

Fortnite x Air Jordans (2019)

Merging the world of esports with iconic fashion, Nike's Jordan Brand and Fortnite's collaboration in 2019 was a slam dunk. This campaign introduced stylish skins and a new game mode, capturing the hearts of sneakerheads and a newer generation of gamers, proving that virtual worlds are fertile ground for trendsetting. Read more

Rockstar Energy Drink in Dirt 2 (2013)

Rockstar Energy Drink partnered with Codemasters Racing for the game Dirt 2, creating the Rockstar Energy Drink Race Challenge. This collaboration involved a 5-week-long event where players could compete in challenges, driving an Aston Martin Vanquish with Rockstar livery. Winners received various prizes, including gift cards, headsets, bags, and t-shirts. The event was available on major platforms such as Xbox, Steam, and PlayStation. This in-game advertising initiative successfully engaged players with the brand, prompting them to interact and compete within the branded content.

Roblox x Gucci Garden Experience (2021)

In 2021, Gucci planted its flag in Roblox, offering digital accessories for avatars and introducing luxury fashion to a younger, digital-first audience. This exclusive, time-limited campaign added a touch of high fashion to the pixelated playgrounds of Roblox. Discover more

Fortnite x Travis Scott (2020)

In 2020, the "Astronomical" concert by Travis Scott in Fortnite was not just a concert; it was a cultural phenomenon. With millions of live viewers, this event exemplified how virtual stages could rival real-world venues, setting a new high for in-game entertainment. Read the Forbes article

BLACKPINK x PUBG (2021)

When K-pop met battle royale in 2021, the collaboration between BLACKPINK and PUBG Mobile became a metaverse moment. A music video and a virtual concert bridged the worlds of music and gaming, creating a symphony of cross-platform appeal. See the collaboration

Depop x The Sims 4 (2022)

Marrying fashion with simulation, The Sims 4's partnership with Depop resonated with Gen Z gamers, blending virtual fashion trading with real-world trends, and redefining interactive style. Explore The Sims 4

Death Stranding x Monster Energy Drink (2019

In 2019, cult-game made by cult-developer Hideo Kojima: "Death Stranding" wove Monster Energy Drink into its narrative fabric. This creative product placement energized gamers’ in-game and real-world stamina, blurring the lines between gaming and lifestyle. Monster Energy has continued with in-game brand plays, currently with Call of Duty: Modern Warfare 3. Learn about Monster Energy

Obama’s Election Campaign (2008, 2012)

Barack Obama's presidential campaigns in 2008 and 2012 ventured into the gaming world, featuring in titles like Guitar Hero III and Madden NFL. Yes I'm not even kidding, this really happened. This innovative strategy tapped into a younger voter base, turning virtual worlds into political platforms. 2008 Campaign, 2012 Campaign

NBA 2K22: The City (2021)

In 2021, NBA 2K22 brought the glamour of Nike and Puma into its virtual courts. This integration elevated the game's authenticity and showcased how sports games can be a slam dunk for brand exposure. Watch on YouTube

Super Monkey Ball and Dole Bananas (2001)

In a classic case of perfect product placement, 2001's Super Monkey Ball featured Dole Bananas. This simple, yet effective strategy created an enduring brand presence, aligning naturally with the game's playful theme. I thought this must have been one of the oldest examples of in-game brands... turns out I was wrong. Read More

BONUS:

One of the first ever example of in-game advertisements is was Tapper: not only was Budweiser featured in the game, but the game itself was essentially a paid advert for Budweiser, as the goal was to serve Buds to patrons, and achieve high scores for it. So technically its the first branded content play in gaming... and its no surprise it's for beer. Curious? You can play it right now in your browser courtesy of the internet archive.

As we journey through these remarkable campaigns, it becomes evident that the fusion of gaming and advertising is not just about placing products; it's about creating experiences, telling stories, and building worlds where brands live, breathe, and play along with the gamers.

This is by no-means an exhaustive list, I chose these by cultural relevance and brand prominence. While each is interesting and noteworthy on it's own, it's evident that they aren't quite worthy of Cannes awards... yet. The best is yet to come. It's a huge opportunity for brands to really make a mark in the gaming world. This is the new frontier of engagement, where creativity meets interactivity, and where marketing becomes a part of the game.