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

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. Bringing that philosophy to live sports means each fan could see a version of the game that speaks directly to them...