5 Reasons Why Video Games Have Ads

Know what video games were missing all this time? Ads! But seriously, there must be a reason why you see ads appear as you game. Here are a few.

Whether it’s a disruptive pop-up or strategic product placement, advertising in video games is growing increasingly popular. While some ads might go unnoticed, others can be blatantly obvious—possibly even a bit annoying—and leave you wondering why the developer included them in the first place.

In this article, you can read some reasons video games may include ads.

1. To Promote Products and Partners

Promoting businesses or products is ultimately one of the main purposes of advertisements. If you see ads in a video game, the game developer has clients, partners, or sponsors to satisfy.

Some ways you might see ads in games are:

• Banners, videos, and popups.
• In-game billboards and signage with real brands.
• Interactions with real products.
• The developer based the game on a brand or product.

For example, EA Sports has a partnership with the NHL. EA not only has to consider the hockey league but also its teams, highlighting some of the star players, and featuring popular equipment brands.

You’ll also notice it includes real advertisements on the sideboards, giving it an authentic feel.

The partnerships are a win-win because hockey enthusiasts enjoy playing EA's game with their favorite teams and familiar hockey stars. The game could also spark interest for younger players who may become fans of the NHL or sport.

2. To Promote Other Games

Video game crossovers are an excellent way of promoting other games, whether it’s for the same console or not. Plus, they can sometimes give you more characters to play with or cosmetics to choose from.

An example of a same-console crossover is Astro’s Playroom. As you play, you uncover Easter eggs that refer to many Sony titles, including Infamous, Ratchet & Clank, and God of War.

An example of a cross-console mashup is Mario and Sonic competing in the Olympic Games in the event-themed title. Additionally, the lineup of characters in Super Smash Bros. features various characters from different developers and consoles which might inspire you to check out their respective games.

3. So You Can Play for Free

The first thing that may come to mind when you think of free games is mobile games. While you don’t pay to play, someone else is footing the bill.

Whenever you see a pop-up ad or video in your game, a company paid the developer to put it up. The company might pay per view, per click, or for a set time, but this ad revenue allows the developer to offer the game to you for free.

With that said, you can certainly find lists of free games without ads or in-app purchases.

4. To Keep You Playing Longer

In addition to allowing you to play for free, sometimes ads serve as a way to reward you and keep you playing longer.

In the more literal sense, this can be watching ads to restore your energy or unlock new levels so you can keep going.

It might also mean earning in-game currency to upgrade your character or equipment, which can feel rewarding and keep you coming back to the game.

Some games will even pair this with timed upgrade loops or cycles that strategically bring you back in.

5. To Promote In-Game or Additional Purchasing

Another reason you might see ads in video games is an attempt to get you to the in-game store.

In mobile gaming, this usually takes the form of pop-ups, and they appear when you’ve run out of some type of resource, offering you more for real money.

However, it also happens with console games—for example, you reach a certain point in Destiny 2, and the game prompts you to purchase downloadable content to continue.

Not only does this keep you playing longer, but it turns you into a paying customer.

Some find this approach to gaming unfavorable and would argue that video games should be more expensive so that players can simply have a complete, high-quality game from the start.

Ultimately, Games Advertise to Create Another Revenue Stream

While there are many reasons why video games have ads in them, it all comes down to revenue. After all, the developers that make video games need to make money too.

Sometimes that means covering the cost so developers can offer the game for free. Other times it could be an additional amount on top of your purchase.

Either way, the development company needs to make money to pay its workers, satisfy shareholders, and continue operations to bring you more titles.