The objective of the research was to know the perception of in-game advertising of consumers between 18 and 45 years of age in the city of Chiclayo, for which three dimensions of a theory on the effects of advertising were used, the congruence, interaction and prominence. These dimensions are based on the model for measuring the effects of in-game advertising by Chang, Yan, Zhang and Luo. The methodology used had a descriptive level and a non-experimental design, as well as a quantitative approach, since it used the survey as a technique and the Likert scale questionnaire as a tool. The results show that the gamer perceives coherence between the advertising and the video game, however, sometimes it is not possible to integrate the advertising naturally, but finally the advertising is coupled with the game. They also indicate that the size, frequency and placement of advertising is appropriate. It is detected that advertising is given importance, but it is indicated that the video game can be more interesting if said advertising is suppressed or withdrawn. It is concluded that the gamer does not observe a perfect integration between the advertising and the context of the video game, but a high degree of congruence and an appropriate level of prominence between these two elements.