Until now, marketing in video games have been usually one of two things: Either virtual banners, like animated billboards that race cars drive past, or virtual items like branded clothing and accessories for your player character.

But now, marketing campaigns are moving closer to the actual gameplay.

Take the popular game Fortnite. In Fortnite, you're dropped on an island with 100 other players, you have to find weapons and health packs, and the last one alive wins.

Some of those health packs are now real-world items. 

The yogurt drink Actimel is now in the game, dispensed at in-game branded activations called “Immunity Stations.” The containers look like the real-world product, and even have the same effect as in real life — it claims to give you an immunity boost (though in the game, that's against enemy zombies).

But everything else is like any real ad campaign. It runs for a limited time… hell, there was probably a graphics standards manual involved.

The yogurt company, Actimel, has also rolled out a series of digital films, paid media, and influencer marketing to support the campaign.