Monetizing moments: How in-game ads are shaping the next phase of TV advertising

Live sport has always commanded premium advertising value. But the economics around it are changing. Rights costs continue to rise, audience attention is fragmenting, and broadcasters are under pressure to balance commercial growth with viewer experience. Increasing ad load is no longer a viable solution. The next phase of monetization will be defined not by more breaks, but by better use of moments.

Recent trials of in-game advertising during the ongoing Six Nations Rugby tournament, including ITV’s high-profile rugby coverage in the UK, offer a clear glimpse of how the market is evolving. These formats position brand messaging alongside the live action rather than confining it to traditional ad pods. On the surface, the shift may appear incremental. In reality, it reflects a broader structural change in how live sport can unlock additive revenue without increasing disruption.

Why in-game advertising is gaining momentum

In-game formats such as split screens, graphical overlays and other on-screen treatments create incremental inventory without extending commercial breaks. For broadcasters and rightsholders, that means new revenue potential without lengthening interruptions. For brands, it offers access to the moments that define a match rather than the gaps around it.

Yet the success of in-game advertising is not guaranteed. The difference between value and irritation almost always comes down to context.

Context: the difference between relevance and disruption

Live sport has a natural rhythm. There are spikes of intensity followed by pauses in play. The most effective in-game advertising respects that rhythm and works with it.

Key plays are obvious high-attention moments such as a try, a goal, a decisive save. When handled carefully, light-touch sponsorship around replays or short graphical elements can reinforce brand association without pulling viewers out of the action.

Natural pauses present another opportunity. Set-piece set-ups, injury stoppages, officiating checks and substitutions keep audiences engaged even when play slows. These moments lend themselves to sponsored highlights, statistical callouts or interactive features such as “player of the match” voting.

When advertising aligns with what viewers are already doing — watching a replay, checking a stat, analyzing a decision — it enhances relevance instead of disrupting immersion.

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From passive viewing to viewer control

The rise of in-game formats also reflects a broader shift toward viewer agency. Audiences increasingly expect more than a single, passive feed. They want access to additional data, alternate angles and deeper layers of engagement.

Interactive overlays can deliver this within the live stream. Rather than forcing every viewer to see the same on-screen treatment, fans can choose to open a stats panel, review standings or explore contextual content. That element of choice preserves the core viewing experience while enabling richer engagement for those who seek it.

From a commercial perspective, these viewer-controlled interactions can be sponsored. This creates inventory that feels closer to an experience than a conventional impression. A branded stats panel, a sponsored poll or even a contextual merchandise prompt can drive measurable engagement without adding further breaks.

Design principles that protect the viewing experience

For in-game and interactive monetization to scale sustainably, several guardrails matter.

Editorial coherence is critical. On-screen treatments must feel native to the broadcast rather than layered on top. Frequency discipline is equally important; a small number of well-timed executions will outperform constant clutter and help maintain long-term viewer tolerance.

Measurement must also be credible and privacy-safe, giving advertisers confidence while respecting audience trust. And operationally, everything must be designed for the realities of live production, including latency, workflow complexity and multi-device distribution.

What comes next

The experimentation we are now seeing across major live events signals a clear direction of travel. The future of live sport monetisation is not about increasing ad load. It is about monetizing moments and interaction, unlocking new commercial value while keeping fans fully immersed in the game.

Kjetil Horneland, Ease LiveKjetil Horneland is the CEO of Ease Live.