| Online game is a new industry developing with the internet. It has been loved by a great number of internet users because of its being unconstrained in time and place, and of its flexibility and entertainment. Accordingly, online in-game advertising has been pursued by advertisers, and its market will become lager and lager with economic development.This paper analyzes the main factors, the industry chain, types and characteristics of China's online game, and classifies current online in-game advertisements by consumer involvement degree, with the purpose of getting to know the general situations of online in-game advertising in China. Next, the paper probes into current problems faced by China's online in-game advertising. Then, this paper takes domestic Tencent games and foreign game "Second Life" as cases for analysis, studying their common causes of success, and by comparison, attempting to borrow from the foreign case. Finally, this paper discusses on the future development and some countermeasures for China's online in-game advertising, putting forth some constructive comments.In this paper, the main research methods include literature research, case study and comparative study.This research finds out that the main problems of China's online in-game advertising include: advertising forms are too concentrated on cognitive, interactive sorts, that advertisers are concentrated on the traditional daily commodities, that advertising fees are not in balanced structure, that advertising audience are single in their composition, and that there exit problems with advertising effect and feed back techniques. Only with solution of these problems, can China's online in-game advertising develop better.This paper holds the viewpoint that in the future, the development of China's online in-game advertising should be base on independent research, obtain the initiative power for online game development and built-in advertising technology, take interactive experience as the major form for in-game advertisement, go along the way of professional customization, deeply understand customer's psychology and attitudes, and integrate inter-industry resources to obtain better advertising effects. In the process, online game enterprises should attach importance to social responsibility and promote healthy development of online games and in-game advertising. |
