In-Play Brand Lab: brands on the in-game streets

Players often stay in a single session for longer than a TV episode, which is why media planners now look at them next to video and display. The placement is a billboard, a banner or a screen at the right angle and in the right light.

Agency trading desks can buy it alongside their usual channels, with brand safety checks on every title in the network.

The full picture of the In-Play Brand Lab offer is on gadsme.com.