Advertising in video games, also known as in-game advertising, is a promising approach for the struggling advertising industry. This is because gamers do not channel surf. Active players are not only found among children and teenagers but also among those aged 20 to 40. For advertisers, this opens up a completely new access to consumers in both online and offline games, and even in virtual worlds like Second Life. The authors demonstrate how this advertising medium works. The changing media consumption behavior, increasingly high-quality graphics, and stronger connectivity with online media lead to entirely new opportunities for using video games as advertising platforms. Readers will learn which target groups can be reached, how to incorporate in-game advertising into their media planning, and how to integrate it into the media mix, with campaign examples from international brands.