From 2K to Real Play: Bringing Video Game Ad Personalization to Live Sports

Skyrim.AI Expert Series
Aug 13
13 min read

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Imagine watching a basketball game where the courtside billboards show you a sneaker ad tailored to your interests, while another fan sees a different brand entirely. This is not sci-fi , it’s the next evolution of sports advertising through spatial media. Spatial sports media (volumetric 3D capture of games) will allow brands, teams, and leagues to integrate personalized, dynamic ads into the viewing experience much like modern sports video games do. In popular titles like NBA 2K, in-game arenas feature digital billboards that update with rotating brand ads, often targeted by region or player profile rather than a one-size-fits-all banner[1][2]. Gamers have grown accustomed to these seamlessly integrated ads, and they even enhance realism by mirroring real-world sponsorships[3]. Now, that same concept is poised to transform real sports broadcasts, making advertising more personal and engaging for fans and more valuable for sponsors.

Why Personalized Ads Benefit Both Brands and Fans

Personalized advertising isn’t just a buzzword, it’s proven to drive better outcomes for businesses and improve user experience. Research shows that consumers respond positively to relevance: 80% of consumers are more likely to make a purchase when brands offer personalized experiences[4]. In fact, companies that excel at personalization can generate up to 40% more revenue by delivering tailored content and offers[5]. This is because targeted ads speak directly to a viewer’s interests or needs, rather than bombarding everyone with the same generic message.

From the consumer side, personalization means seeing ads that matter. A study from Northwestern University’s Kellogg School found that personalized ads led to 10% fewer product returns and a 2.3% higher repeat purchase rate, whereas generic ads were actually linked to lower consumer satisfaction[6]. Viewers essentially appreciate advertising that doesn’t waste their time , relevant offers are welcomed, and irrelevant ads are ignored or even resented. According to Accenture, 76% of consumers get frustrated when content isn’t personalized[7]. In a sports context, a fan playing a FIFA video game might appreciate seeing an ad for the latest soccer cleats (something relevant), but would be annoyed by an out-of-place ad for an unrelated product. The takeaway: personalization boosts engagement (and purchase intent) while reducing annoyance. For brands and sponsors, that means better ROI, higher recall, more clicks or conversions, and a positive brand association. One industry survey even found 40% of consumers find most ads irrelevant, and that AI-driven personalization can significantly boost engagement[8]. In short, personal ads create a win-win: brands get a more receptive audience, and fans see content that aligns with their interests.

Video Games Pioneering Dynamic Ad Integration

If we want a glimpse of the future of sports advertising, look at what’s already happening in video games. In-game advertising has evolved from static billboards to AI-powered dynamic placements that can change in real time and target specific audiences[9][10]. Major publishers like EA and 2K have been doing this for years. For example, EA Sports signed onto dynamic ad networks that serve different billboard ads in games depending on the player’s geographic location or time, meaning a gamer in New York might see a local brand ad on the stadium boards, while a gamer in London sees a different ad on the same virtual space[1]. These native in-game ads (such as arena banners in NBA 2K or pitch-side boards in FIFA) blend naturally into the game environment, so players often don’t mind them[11]. In fact, done well, they enhance realism, it feels logical that a basketball video game would have a Gatorade or Nike ad on the jumbotron, just like a real NBA arena. Surveys support this: 61% of gamers are open to in-game ads if they don’t disrupt gameplay and make sense contextually[12]. Gamers largely accept ads that stay non-intrusive and relevant, and game developers have capitalized on this by placing ads on virtual billboards, jerseys, and signage that fit the setting[11].

Critically, the workflow to deliver these ads is already established. Game companies either partner directly with brands for sponsorship integrations or (more commonly) use programmatic ad tech networks that serve up ads dynamically. Today’s in-game ad platforms (e.g. Bidstack, Anzu) allow advertisers to book impressions inside games via self-serve dashboards, target specific demographics or contexts, and swap out creatives in real time[13][14]. In other words, an ad agency can treat a billboard in NBA 2K almost like a piece of web advertising inventory, they can buy the space for a campaign and have it display different creatives based on who’s playing or when. AI and programmatic logic optimize these placements, ensuring the right ad is shown to the right player at the right moment[10]. For example, NBA 2K might use an AI-driven system to show a gamer who frequently plays career mode an ad for a sports drink that the AI predicts they’ll find appealing, while a different player might see a car advertisement instead, all in real time. The impact is clear: such native in-game ads grab attention without pulling players out of the experience, leading to higher ad recall (57% of gamers recall seeing in-game ads, versus 38% for ads on other channels)[15]. The gaming industry has essentially become a proving ground for personalized ad tech, demonstrating that you can have highly targeted, dynamic ads and still keep users engaged and happy if you respect the user experience[16][17].

Spatial Sports Media: Bringing Personal Ads to Live Sports

Spatial sports media takes the lessons of video games and applies them to real sports broadcasts. Spatial media refers to capturing live sports in 3D (volumetric video) so that fans can watch from any angle, interact with the scene, and essentially experience the game like a real-time VR/AR environment rather than a fixed 2D broadcast[18][19]. This format turns a live game into something resembling a video game world, one that is rendered digitally for each viewer. And because the content is digital and interactive, it opens the door for game-like dynamic advertising during real games.

In traditional broadcasts, everyone sees the same ads (the same billboard on the sideline, the same logo on the screen during replays). Spatial media upends that by allowing different viewers to see different ads in the virtual environment. The inventory for ads explodes, every virtual billboard, arena banner, or even the court/field itself can become an ad placement that’s customized per viewer or per region. As one expert put it, spatial media opens new inventory for augmented advertising. For example, in an interactive 3D replay, a sponsor could place virtual signage on the field that is visible to fans exploring that replay, without it ever being on the physical field[20]. Because it’s all digital, the possibilities for dynamic ads are endless, and importantly, could be personalized per viewer[21]. One fan might swivel their view during a 3D replay of a game-winning goal and see an overlay of a fast-food chain’s logo at the exact spot the ball hit the net, while another fan sees a sports drink logo in that moment[20]. A sponsor could even trigger a 3D product model or mascot to briefly appear at a big highlight (imagine a 3D sneaker graphic appearing next to a player after a posterizing dunk, just for you). All of this happens client-side in the immersive feed, so it doesn’t affect the actual game play or what’s happening for other viewers[20], it’s akin to how each gamer sees their own version of in-game ads.

For brands, teams, and leagues, this is a potential game-changer. They can serve multiple targeted sponsorships simultaneously during one event, rather than the old model of “one signage fits all.” A global NBA finals game, for instance, could carry dozens of different sponsor messages: viewers in Europe might see ads for a soccer apparel brand on the courtside boards, while U.S. viewers see a beer brand, and another segment sees an automotive ad, all delivered through the spatial media platform. Teams and leagues essentially multiply their advertising inventory without overcrowding the real venue, which can dramatically increase revenue opportunities[22]. Broadcasters and rights holders could sell these personalized ad slots at a premium, because targeted ads command higher value (thanks to better engagement rates). And since spatial media experiences can be distributed through apps or VR platforms, it also opens the door to programmatic ad buying in sports broadcasts. Just as with video games, agencies could use an ad platform to dynamically insert creative into a virtual stadium in real time. Early work in the industry suggests integrating with existing ad tech is feasible, standard digital ad sizes and programmatic deals can be adapted to the 3D environment, making it easy for advertisers to extend their campaigns into spatial sports content[23][14].

How Would Dynamic Ad Integration Work?

From a technical workflow perspective, dynamic ad integration in spatial sports media would mimic what’s done in gaming. Here’s a high-level look at how it works and could be applied for sports:

Identifying Ad Surfaces: First, the spatial media platform defines which objects or surfaces in the 3D scene are available for ads. These could be the digital twins of stadium billboards, court sidelines, jumbotrons, arena banners, or even new virtual surfaces that don’t exist in reality. During the 3D capture and reconstruction of the game, those surfaces are tagged as “ad slots” where a texture or video can be dynamically inserted. For example, Skyrim.AI (a leading spatial sports media company) could designate the boards around a hockey rink in its volumetric capture as ad-enabled surfaces.
Ad Server & Targeting: Next, an ad server or network (similar to those in web or in-game advertising) would deliver appropriate content to each viewer’s stream. The system can use viewer data (location, language, perhaps age bracket or known interests if the user is logged in) to decide which ad to show. AI-driven ad tech can analyze contextual signals and user behavior to select a personalized ad in real time[10]. So if the viewer is known to be a fan of running, they might get a Nike ad on the virtual banner, whereas another viewer gets a Ford trucks ad. Precise targeting is possible using the rich data from the interactive experience, e.g., knowing a fan spent a lot of time watching replays of a certain player might inform showing them that player’s shoe brand [24].
Dynamic Insertion & Rendering: When the fan is watching the spatial feed (whether on a VR headset, AR app, or interactive stream on their tablet), the system inserts the ad creative into the 3D scene on the fly. Modern game engines or 3D rendering pipelines can swap textures or play videos on 3D surfaces in real time, so the viewer simply sees what looks like a normal billboard or screen in the stadium, but it’s actually a targeted ad. This is analogous to how FIFA or NBA 2K fetches the latest ad and maps it onto the stadium signage while the game loads. Importantly, this happens seamlessly, there’s no interruption or obvious “loading” of an ad; it’s baked into the scene rendering. Broadcasters would ensure the ad placement is blended naturally (properly lit, at the right angle, maybe even slightly animated if it’s a video ad) so that it feels like part of the live environment and not an overlay. The goal is to maintain immersion, the fan should feel like “this could be actually on the field”, just as gamers do with well-integrated ads[17].
Measurement and Analytics: One big advantage of spatial/digital ad integration is advanced analytics. Since each user’s app is rendering the ad, the platform can track impressions and even interactions at a granular level. For example, it’s possible to measure how long a user’s camera view was oriented toward a particular ad (a proxy for viewability/attention), or whether the user clicked on or virtually “looked at” an AR ad object. Platforms like Skyrim.AI’s Atlas are already tracking sponsor logo exposure time in immersive feeds[25]. This data can be fed back to brands and rights holders, providing rich reports on ad performance (views, engagement) in a way traditional TV can’t match. Such metrics help justify the value of the ad placements and allow further personalization tweaks (“we showed a soda ad to 10,000 viewers who usually watch from the courtside cam angle and got an 80% recall rate”).
Brand and Agency Workflow: For the brands and agencies, tapping into spatial media ad opportunities would be very familiar. Inventory could be sold via direct sponsorship deals (e.g., a team sells a “virtual courtside package” to a sponsor for the season) or via programmatic exchanges integrated into the broadcasting platform. Companies like Bidstack already offer self-serve platforms where marketers can choose a game (or in future, a sports event) and buy ad space in it, targeting by region/time[13][26]. We anticipate spatial sports broadcasts will align with these standards so that advertisers can launch and manage campaigns in immersive sports just like they do on websites or games. For instance, an agency could allocate part of an NBA game’s ad budget to “virtual signage impressions” and use a DSP (demand-side platform) to serve different creatives to different audience segments watching the game. The heavy lifting (ensuring the right creative goes to the right viewer at the right spot) would be handled by the platform’s integration of the ad network. In short, the workflow for brands/agencies would mirror existing digital ad processes, making it easy to extend campaigns into spatial media without reinventing the wheel.

Benefits for Teams, Leagues, and Broadcasters

For our target audience (brands, teams, leagues, broadcasters), the shift to personalized spatial ads offers several compelling benefits:

New Revenue Streams: Perhaps the most obvious benefit is monetization. Spatial media enables many more ad slots in a broadcast without overcrowding the viewer’s screen. A league could sell multiple different sponsors the same “space” in the virtual arena, each reaching different demographics. This augmented advertising inventory translates to new sponsorship packages and incremental revenue beyond the traditional signage and commercial breaks[22]. Early movers in this space can unlock fresh sponsorship models, for example, a team might sell a “virtual jersey patch” that appears only in the AR/VR feed of the game and can be personalized per viewer (one fan’s view of the star player’s jersey might show a local credit card brand, while another fan’s shows a global airline logo). These are opportunities that simply didn’t exist in 2D broadcasting.
Better Fan Engagement: When ads are personalized and immersive, they can actually enhance the fan experience rather than detract from it. A relevant ad can feel informative or entertaining, e.g., showing a die-hard club supporter an ad for the team’s merchandise or upcoming matches within the 3D replay they’re watching could be seen as a useful recommendation rather than an annoyance. And because spatial media is interactive, there’s room for creative ad experiences: fans might click on a virtual billboard to bring up a stats overlay sponsored by a brand, or a sponsor could create a fun AR mini-game during halftime. These interactive ad integrations drive engagement and make fans part of the advertising, not just passive viewers. Crucially, since fans have control over their viewing angle and can explore the scene, they don’t have to focus on ads if they don’t want to, the ads stay non-intrusive, blending into the background unless they pique interest[17][27]. This respect for user choice helps maintain goodwill.
Personalized Fan Experience = Loyalty: Teams and leagues care about the fan experience and brand image. By using technology to personalize content (including ads), they send a message that they understand their fans. For example, a regional sports network could integrate spatial ad tech so that fans always see promotions for local team events or nearby sponsor deals relevant to them. Fans in different cities thus feel the broadcast is “made for me.” This localization and personalization can boost fan loyalty and viewership. It’s the sports equivalent of how Netflix’s personalized recommendations keep viewers more engaged, if the viewing experience (ads included) feels tailored, fans are more likely to stick around and explore interactive features. In fact, Skyrim.AI’s 2024 Spatial Media report notes that sports audiences are driving adoption of spatial media faster than any other sector, precisely because they crave deeper, more customized engagement[28].
Differentiation for Broadcasters: Broadcasters and media rights holders are in a constant battle to attract and retain viewers, especially younger, tech-savvy audiences. Offering an interactive spatial feed with personalized ad integrations could be a huge differentiator. It transforms a passive broadcast into an experience more akin to a video game or a personalized stream. Broadcasters can market this as a premium offering, “Watch the game in immersive 3D, with your own custom commentary and relevant content overlays”. Advertisements in this context become part of the content. For example, a broadcaster could allow viewers to choose a “shopping mode” where products seen in the arena (jerseys, shoes, beverages) are clickable with pop-up info and purchase links, essentially combining e-commerce with the live experience. By innovating with such features, broadcasters can open up hybrid revenue models (advertising + direct sales) and stand out from competitors who only offer the traditional feed.
Data and Insights: As mentioned, the digital nature of spatial media yields a wealth of data. Teams and leagues will get feedback on what fans do in these immersive experiences, which angles they watch most, which replays they play again and again, and yes, which ads they look at or engage with[29]. This data is gold for both improving the product and proving value to sponsors. Leagues can package insights like “90% of fans rotated to view the goal from the goalie's perspective, and our beer sponsor’s logo on the virtual turf was visible during that most-watched angle for an average of 5 seconds per fan.” This kind of granular insight was impossible in old broadcasts. It will help sponsors optimize their campaigns (perhaps changing an ad creative mid-game if data shows it’s not catching attention) and help broadcasters optimize placement (figuring out the most eye-catching virtual ad locations). Ultimately, better data leads to better ads, which leads to a better experience and more revenue, a virtuous cycle.

Sports franchises and broadcasters have long admired the engagement levels seen in sports video games. Now, with spatial sports media, the line between game and reality is blurring, and advertising stands to become more personal and impactful in the process. Gamers have shown that dynamic, personalized ads can be accepted, even appreciated, when done thoughtfully and in context[30][3]. Bringing that philosophy to live sports means each fan could see a version of the game that speaks directly to them, from the camera angles they choose to the sponsor messages that fit their profile. It’s a future where a million people might be watching the same match, but the branding and experience can feel one-in-a-million for each of them.

The technology and workflows are falling into place now, from AI-driven ad servers to industry alliances ensuring standards for immersive media[31]. We’re essentially witnessing sports media catch up to the personalization trend that has swept through digital marketing. Spatial media with dynamic ad integration is poised to make sports viewing more interactive, more engaging, and more profitable. Just as NBA 2K players have billboards tailored to them, so too will NBA fans in the real world soon experience broadcasts that feel uniquely theirs. The playing field of sports marketing is about to get a whole lot more exciting, and everyone, brands, leagues, broadcasters, and fans, stands to win.