In-Game Ads: How to Make Players Actually Like Them

Here’s the thing about in-game ads: most folks groan or roll their eyes the second one pops up. Think about the last time you watched your kid try to dodge a banner while playing a mobile game. It’s rough. But get this: some games have cracked the code, making ads that actually add to the experience instead of ruining it.

If you’re building a game or working with an ad partner, you can’t just shovel in an ad and call it a day. Players spot lazy ads from a mile away—and they don’t forget. But if your ads feel like a natural part of the game, players might even engage with them. That’s not a pipe dream; it’s totally doable.

So, if you want your in-game ads to work for you and not against you, start thinking about what your players genuinely like. The magic happens when you blend ads into gameplay in a way that doesn’t interrupt, but rather, rewards or fits right in. Let’s look closer at why most in-game ads fail, what the winners do differently, and how you can bring some of that success into your own game projects.

• Why Most In-Game Ads Miss the Mark
• Designing Ads Players Don’t Hate
• Real-World Examples that Worked
• Tips for Ad Integration Without Annoyance

Why Most In-Game Ads Miss the Mark

It’s not hard to see why players aren’t fans of most in-game ads. The top reason? They break the flow. You’re on a winning streak, and suddenly, boom—a loud video or a pop-up in your face. This is the fastest way to yank a player out of their zone. Research from Newzoo in 2024 showed nearly 70% of gamers listed interruption as their number one complaint about ads in games.

Another thing: generic ads are everywhere. Players see the same mobile game ad or the same product being pushed no matter what game they’re in. When ads don’t match the game’s style or what players care about, they just feel like background noise—or worse, like an unwanted guest crashing a party.

Here’s another fact: most in-game ads are just lazy copy-pastes from other platforms. It’s common to see a standard banner or a static image that has nothing to do with what’s happening in the game itself. The result? Players tune them out, kind of like how you mute TV commercials. The ad isn’t just ignored—it takes up space that could be used for something players actually care about.

Sometimes ads even slow the game down or cause bugs, especially on older phones. A big 2023 GDC poll found that technical hiccups from ads led to a drop in app ratings for some of the top-grossing mobile games. If your ad is making the game glitch or lag, good luck getting anyone to watch it, let alone engage with it.

• Interrupting gameplay sticks out as the worst offense.
• Irrelevant ads make players feel like they’re not being listened to.
• Poorly optimized ads can actually harm your game’s reputation on app stores.

Bottom line? Most ads flop because they’re intrusive, off-topic, or just plain lazy. The good news: there are ways to do better, and some teams are already pulling it off. Next, we’ll dig into what makes the good ones stand out.

Designing Ads Players Don’t Hate

Ask any gamer what bugs them most, and they’ll probably rank intrusive ads near the top. The goal? Make ads in your game that don’t wreck the vibe. There are some proven ways to pull this off, and it usually comes down to respecting your players and understanding what fits your game.

The first step is making sure ads don’t interrupt the action. Ads thrown in the middle of intense moments (like right before you beat a boss) break immersion. One big research study from Unity in 2023 showed that rewarded ads—those little videos you watch in exchange for extra lives, coins, or powers—had a player favorability rate of nearly 75%. Players are fine with ads when they get something useful in return and the ad feels optional, not mandatory.

Here are some things to consider when designing in-game ads that players won’t hate:

• Relevance is key: Ads that match the player’s interests (think: sneaker ads in a basketball game) land better than random promos.
• Seamless placement: Natural billboard ads in sports stadiums, posters in story scenes, and branded gear on NPCs don’t pull players out of the game world.
• Rewards work: Give something in return if you’re going to make players watch an ad—this could be virtual currency, a booster, or an exclusive item.
• Keep control: Players want to skip or say "no thanks"—forcing ads makes them bounce.
• Keep it short: No one has patience for a 60-second ad in the middle of quick gameplay. 5–15 seconds max is the sweet spot for mobile and casual games.

Check out how different ad types stack up in player satisfaction, according to a 2024 industry survey:

See that gap? Rewarded and playable ads are miles ahead in player approval. Pay close attention to how you implement in-game ads—the format and reward structure matter a ton. Real engagement happens when ads don’t feel like ads, but part of the deal, or even part of the fun.

Real-World Examples that Worked

Let’s get concrete. Some games have totally nailed in-game ads in a way that doesn’t annoy players. Instead, these ads blend in, reward the audience, or even make the world feel more real.

One of the clearest wins happened with “FIFA 21.” The game included real-world brands like Adidas and Coca-Cola on its in-game billboards, just like a real soccer match. Those brands weren’t just slapped on for no reason—they made the stadiums feel authentic. Players didn’t complain because, in their heads, the ads fit the environment. This ad integration felt natural, almost invisible.

Another solid example is “NBA 2K.” The franchise features brands like Gatorade and State Farm, again tied to how you’d see them at a live NBA game. The ads are baked into the game world on scoreboards and courts. Here’s the trick: the team worked with advertisers to keep things up-to-date and avoid anything cringey or out-of-place. Players get a more lifelike experience, and the brands get legit exposure.

Not every good ad is a giant logo. For mobile, look at “Angry Birds.” Their rewarded video ads worked by giving players extra lives or coins in exchange for watching. And it paid off—Rovio saw higher engagement and a 40% boost in ad completion compared to standard banner ads. Players weren’t annoyed, since they felt like they were getting something for their attention.

To see how these all stack up, check out this quick rundown:

What’s the real takeaway? Ads work when they respect the player’s time and fit the game’s vibe. If an ad feels forced or out of place, players push back. But if it’s authentic, rewarding, or optional, engagement usually goes up—and so does the ad revenue.

Tips for Ad Integration Without Annoyance

Want your in-game ads to blend in, not stick out like a sore thumb? Here’s what works, according to what real studios and actual players say. No complicated hacks—just useful stuff that changes how people see your ads.

• in-game ads work best when they match the style and mood of your game. If your world is futuristic, so should the billboards. It’s not rocket science: the less the ad feels like an ad, the better.
• Timing is everything. You don’t want to throw an ad right in the middle of a boss fight. Use natural pauses—like after you finish a level—to show ads. Research from Unity Ads shows players in hyper-casual games are 2x more likely to finish an ad if it plays during a break.
• Make ads optional when you can. Give a reward—coins, skins, bonus XP—in exchange for watching. Data from App Annie shows rewarded video ads earn almost twice the click-throughs compared to forced ones.
• If you’re adding banner ads, put them at the bottom or top of the screen. But don’t cover controls or stats. Most players will ignore if they’re out of the way.

What about numbers? Check out this data from 2024:

Bigger games—think FIFA or Forza—add ads into stadiums or on racing tracks, so players see them as part of the world. Even smaller games can use branded items (like energy drinks or sneakers) that make sense in-universe instead of shoehorning random stuff.

If you’re worried about feedback, test your placement before going live. Get a few people—anyone, even your own kids—to play and tell you if anything feels off. Most studios tweak their ads at least three times before settling on what feels natural.

Stick to these real-world ideas, and you can make ads that are way more tolerable—a couple even get genuine thank-yous from players when tied to useful rewards. That’s a win for everyone involved.