In-game advertising or IGA is a type of product placement within a video game in a textual, auditory, visual and interactive way, used for decades and that, with the digital transformation and changes in consumption, has gained much prominence. Its use is allowing playful media platforms, which previously had no place in media convergence, to now be used for advertising purposes. This formula is allowing brands to effectively impact countless times on a large set of players through different streaming services. This high scope is complemented by a consistent construction of values, experiences, lifestyles and identities through the interaction with the product through the video game narrative. An example of this is the growing popularity of e-sports in Peruvian universities, which through FIFA20 tournaments, has facilitated a high level of scope of the brands present in the video game among young university students. This research has sought to discover how the in-game advertising of the Adidas brand in FIFA20 —one of the most popular games in Peru according to the latest GFK research— is perceived by university gamers.