Regional networks' needs could be served by digitally replacing in-game ads with customized ads for the region, or adding small ads at the bottom of the screen

Regional networks' needs could be served by digitally replacing in-game ads with customized ads for the region, or adding small ads at the bottom of the screen (that's the usual way) This is already done in some countries for football (soccer). The thing is, it's probably harder and a more difficult sell than just airing the same old commercials during a break. It helps that football(soccer) is wildly popular so advertisers are willing to jump that hurdle in exchange for guaranteed audience in the football-mad countries.