In the in-game advertising world, tension is mounting between intrinsic ads and immersive brand experiences - Digiday

At the moment, the crux of the tension between these two forms of in-game advertising comes from the fact that many brand marketers still don’t fully grasp the differences between them — and that they are spending from a unified and often experimental gaming budget.

PDF) Playing with Virtual Reality: Early Adopters of Commercial Immersive Technology

Alexander Lee's innovative, creative advertising style: Brand integrations for gaming., Nick Brien posted on the topic

How SPO is driving ad tech's decarbonization push - Digiday

WTF is Intrinsic In-Game Advertising all About? - ADOTAT with Pesach Lattin

In the in-game advertising world, tension is mounting between intrinsic ads and immersive brand experiences - Digiday

Main tech challenges of in-game advertising and solutions

How WPP and NBCU-backed Anzu wants to bridge gaming's 'gap' with marketing - The Media Leader

How SPO is driving ad tech's decarbonization push - Digiday

Frameplay Announces First Global Integration with Magnite To Bring Programmatic to Intrinsic In-Game Advertising

The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness - ScienceDirect