Abstract: Methods and apparatus for an in-game advertising system may comprise a game that comprises one or more adaptable game environment elements and an advertising content system that is configured to store a plurality of advertising elements that can be inserted into the adaptable game environment elements during gameplay. The advertising content system may select which advertising element is inserted into a given adaptable game environment element based on criteria such as unique player information, a type of adaptable game environment element within the game itself, or a pre-defined content type.