This can be done through sponsored content that fits the game's theme or plot, in-game advertisements, or product placements. In order to benefit from each other's audiences, developerscat time slots and brands can also work together on co-marketing campaigns or cross-promotions. The audience and values of the games' developers must be carefully considered when choosing partners in order to collaborate with brands and sponsors. This entails learning about the interests & demographics of their player base and figuring out which sponsors or brands appeal to them.