PepsiCo, the food and beverage giant, is basing its approach to in-game marketing on bespoke strategies designed for the precise audience and entertainment property it is tapping into.

Why it matters

Gamers are an attractive target audience for many brands, not least because of the high levels of immersion and attention that this medium generates. They can also, however, be apprehensive about ads that interrupt the gaming experience.

Takeaways

• Pepsi launched a virtual Gatorade Training Facility in the NBA 2K video game that allowed players to boost the fitness levels of their in-game avatar.
• NBA 2K players could also shoot...