Gadsme Rise: a poster on the virtual wall

Open-world games are built like small towns, with walls and screens everywhere, so the audience is large, attentive and hard to reach elsewhere. The ad is drawn by the game in real time at the right angle and in the right light.

Planners treat it as a mix of outdoor and digital video, and the creative is a simple static image or video.

Gadsme Rise is run from Paris; the main site is gadsme.com.