In addition to promotion, in-game ads and product placements also have the potential to carry the cultural payload of the brands that mark them. Such inclusion signals a design strategy different from visual authenticity—after all, it doesn’t really matter much whether billboards and sports arenas carry real ads or fake ones. Instead, brands might be used in the service of the authenticity of practice. Brands are built around values, aspirations, experiences, history, and ideas. Consumers make associations with brands when both are put together in particular contexts.