While the idea of gamification is new, using games to increase brand recognition and preference isn’t. In-game advertising (IGA) has been around for years, in fact the earliest form of IGA was in the 1978 computer game Adventureland, which inserted a self-promotional advertisement for its next game, Pirate Adventure.The earliest known commercial IGA occurred in 1991 when a spot for Penguin biscuits appeared in James Pond – RoboCod. In-game advertising has been traditionally used to reach specific ‘gamer’ audiences and  according to BrandRepublic in a 2009 article, IGA is set to be a $1bn business by 2014.

Barack Obama placed his presidential campaign posters in popular games such as Burnout Paradise.

Subaru improved brand recognition in the US significantly after having one of their cars in Sega Rally, which had the logo placed predominantly on the back of the car.