Football Manager Signs Exclusive Partnership for In-Game Ads

Gadsme has inked a three-year exclusive deal with Sega-owned Sports Interactive to deliver immersive, non-intrusive advertising in Football Manager 26. As Football Manager transitions to Unity, Gadsme’s in-game ads are set to enhance realism and present a significant new revenue stream for the developers. This partnership highlights a wider industry trend: from sports titles to open-world games, in-game advertising is evolving into a major business driver and is increasingly accepted by players when implemented gracefully.

How Ads Are Changing the Gaming Industry

Football Manager 26 will see billboards, stadium branding, and context-aware promotions, powered by Gadsme’s analytics, woven seamlessly into the matchday experience. Sports Interactive leadership and Gadsme stress that these ads are "player friendly" and designed to heighten realism rather than distract gamers. This move expands Gadsme’s ad tech beyond mobile, following earlier partnerships such as its integration into Konami’s eFootball and Yu-Gi-Oh! titles.

Across the industry, developers are tapping into in-game ad revenue to support rising development costs and to unlock new sponsorship models. Notable examples include:

• Mastercard and League of Legends stadium branding for esports campaigns.
• Pokémon GO’s Starbucks partnership turning real cafes into PokéStops and branded locations.
• NBA 2K’s contextual sneaker, drink, and apparel ads on in-game courts.
• Advertising campaigns even targeting politics, like Barack Obama’s 2008 in-game reminders in Madden NFL and Burnout Paradise.

Non-intrusive, “intrinsic” ads, like those appearing naturally within the game world, like banners or virtual billboards, are shown to raise realism and engagement. For players, this evolution means seeing more brand messages, but in keeping with the game’s environment and narrative, rather than as jarring pop-ups. For the industry, it signals that in-game advertising has matured into a vital tool for revenue, engagement, and funding ambitious projects and live-service models. As Football Manager 26 leads the charge on PC, the balance between realism and respect for player experience will remain under close watch by fans and partners alike.