Advertising in video games consider such advertisements to make up a category of their own. In-game advertising is similar to subtle advertising in films, where the advertising content is within the "world" of the movie. Thus billboards, storefronts, posters, apparel, vehicles, weapons, fliers, sponsored product placement, and the interplay between the player and these elements in the game allow for a great degree of virtual advertisement. Examples include billboards advertising for (and product placement of) Bawls energy drink in "", and billboards for Adidas sportswear in "FIFA International Soccer". The principal advantage of product placement in in-games advertising is visibility and notoriety. For advertisers
Advertising campaign larger-sized bottles” (Suttle, R. 2016). In advertising various brands compete to overtake the perceptual mapping in a consumers mind. Everyday consumers view advertising and rank particular brands compared to their competitors. Individuals rank these specific brands in an order of what is most important to them. For example, a person may compare brands of cars based on how sporty they think they look, affordability, practicality and classiness. How one person perceives a brand is different to another but is largely left to the advertising campaign to manipulate and create the perception that they want you to envision as the consumer.