Why one of the largest Web3 game publishers sees in-game advertising as a path forward

The world’s largest Web3 game has thrown its hat into the in-game advertising ring.

Since its initial release in 2021, the blockchain farm simulator game Pixels has accrued a larger user base than any other Web3 game, with over a million users logging in on a daily basis to socialize and farm their virtual land. 

In late July, the game launched its first intrinsic in-game advertising offering, with clickable ads located in natural in-game locations such as billboards and banners. So far, the experiment appears to be showing some promising results: one in-game billboard achieved a claimed conversion rate of over 20 percent, with over 50 of the 237 users who clicked within the ad’s first two weeks purchasing some of the crypto token advertised. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.