In-game advertising is becoming an increasingly important channel in social media advertising, as the gaming industry eclipses Hollywood and the music industry combined. For example, GTA V earned $6bn, compared to Avatar, the highest grossing movie of all time, at $2.8bn.

Tourism Ireland took advantage of this by collaborating with Ubisoft's Assassin’s Creed Valhalla expansion pack, Wrath of the Druids, which takes place in Ireland. This was launched during a time when travelling was difficult. Gaming streamers across UK, France, Germany, Spain and Scandinavia were paired up with historians specialising in the history of Ireland, as they took a virtual tour through the game. The campaign generated 13 million impressions.