Published
Gen Z and Gen Alpha now spend more of their leisure time gaming than watching TV or scrolling social, yet many brands are still relying on traditional ads and falling behind.
But placing products inside games is easier said than done:
It’s Expensive: Brands often need custom 3D assets built by game studios.
It’s Slow: Campaigns can take months, bogged down by revisions, approvals, and manual setup.
It’s Hard to Measure: Unlike digital ads, most in-game placements lack clear performance data.
This week’s company helps brands automatically insert their products into games, using existing logos, images, and media kits instead of building anything from scratch.
Adrenaline Interactive is building an ad-exchange that enables product placements directly in video games.
Exchange: An automated system that matches advertisers with games at scale.
Product Placements: Branded items are embedded inside virtual worlds.
Directly: Instead of building 3D assets from scratch, Adrenaline uses AI to repurpose what brands already have.
Bulleted Version
Market Opportunity: The in-game advertising market is expected to nearly triple over the next few years as brands shift spend away from passive media and into interactive environments.
Cultural Momentum: Gen Z and Gen Alpha now spend more time gaming than watching TV or using social media—advertisers are racing to catch up.
Frictionless: Adrenaline eliminates the need for custom 3D asset creation, letting brands launch campaigns using media kits they already have.
Emerging Category: In-game programmatic is still new—some legacy advertisers may need education or proof before shifting spend.
Content Safety Concerns: Brands may hesitate to appear in user-generated content without strict controls.
Platform Dependence: Adrenaline operates within closed platforms like Roblox and Fortnite, which control access, distribution, and monetization—policy changes or restrictions could limit scale or margins.
4D Sight: Backed by Riot Games, XRM Media, and others
Frameplay: Backed by Liquid 2 Ventures, Hiro Capital, zVentures, and others.
WhyAdrenaline Interactive
By building the programmatic infrastructure for in-game product placement, Adrenaline is leveling up the way advertisers reach their audience.
*Nothing in this content constitutes investment or legal advice. Conduct independent diligence and consult professional advisers before making investment decisions.*
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