Creativity in game

This is the best use of dynamic technology one can find changing ads in AAA titles in real time to reflect real life. Nike carefully picked only relevant mediums where ads could be changed quickly based on matches results reaching their audience in the best timing.  It was innovative,  the first time such use of the medium was done and I’ve never heard it was done since. The big thing was that assets were changed during the matches or within 24h based on results, who
scored etc.