This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more
In 1983, beer brand Budweiser unveiled the first ever in-game advertisement, “Tapper”, which allowed arcade users to serve the brand’s beer to bar patrons. Even though it was released over 40 years ago, in-game or gaming-adjacent advertising is regarded as new or nascent, despite the industry being valued at almost US$300 billion. However, the growth of gaming advertising expenditure is not keeping pace with this booming industry.
For decades, gaming was often maligned...