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In-Game Advertising: Opportunities & Key Issues For Video Games & Esports

Girl Playing Football Video Game
Tuesday, 11 April 2023 By Alex Dixie, Andrew Cox, Callum Granger

As the video game industry, and the associated esports industry, continues to expand, publishers are seeking new ways to monetise advertising opportunities. This article discusses the shift towards in-game advertising and how games publishers and advertisers can capitalise on these emerging technologies whilst managing the risks that it can present.

It also looks at the potential interplay with esports and the issues that may arise in the sector in relation to in-game advertising. The article ends with certain key tips for advertisers to be aware of to capitalise on these opportunities.

It examines:

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Written by

Alex Dixie

Alex Dixie

Alex is a commercial partner at Bird & Bird and heads up the adtech practice working for brands, agencies and tech providers.

Andrew Cox

Andrew Cox

Andrew is a Commercial Associate in the London office of Bird & Bird supporting clients in the media, entertainment and sports sectors with a wide array of transactional, commercial and regulatory issues.

Callum Granger

Callum Granger

Callum is a second-year trainee at Bird & Bird’s London office who has completed seats in Intellectual Property, Corporate, Commercial and Real Estate.

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