King.com is readying a new advertising format that will allow brands to pay for in-game enhancements. A majority of the second most popular developer of Facebook’s ad revenue currently comes from pre-roll video spots.

King.com’s chief marketing officer Alex Dale says the site wants to offer these in-game items from sponsors as things players could either earn through gameplay or buy as virtual goods. Having a positive connotation for brands could be a seen as a bonus, and Dale noted that advertising in such a way is likely to get brands noticed.

“If you look at the level of media meshing and distractibility when people are consuming games, you’re not easily distracted because you’re in the flow, compared with TV that is on the other side [of the spectrum],” he says.

The Internet Advertising Bureau says that 79 percent of gamers in the U.K. respond positively to in game advertising, saying it makes them more realistic. The move could give King.com a boost before it goes public on the Nasdaq next year, which many expect it to do.

Source: MarketingWeek.co.uk