Cobranding in Sport Video Games: A Case Study of Electronic Arts (EA) FC and Nike

Sports video games (SVGs) have become a lucrative platform for brand marketing through in-game advertising (IGA). However, SVG literature has portrayed IGA as a passive form of in-game brand communication (i.e., billboards). Additionally, the literature has primarily focused on how SVGs serve as catalysts for advertiser outcomes. As a result, the current conceptualization overlooks: (1) SVG IGA methods that reflect modern industry practice, in which developers strategically use brands to cocreate original, core (as opposed to passive) in-game content experiences; and (2) how these methods meet specific developer marketing goals beyond mere realism and the sale of advertising assets. Therefore, the purpose of this study is to introduce cobranded IGA as a conceptually distinct form of IGA activation shaping within SVG mediums. To achieve this, cobranded IGA is conceptualized, theoretically drawn from the advertising and cobranding literature, and illustrated through a case analysis of EA FC and Nike. Results demonstrate developer-driven vertical cobranding to meet specific business goals such as purchasing in-game content through microtransactions, offering preorder incentives, and boosting player engagement with limited-time cobranded content, events, and performance-based rewards. It is concluded that cobranded IGA is emerging as a new form of brand integration within the SVG medium that can help achieve business objectives for both the host brand (i.e., developer) and the ingredient brand (i.e., advertiser) simultaneously. Implications are discussed from the perspectives of the developer, partnering brand, and consumer.