An Analysis On The Worth And Develop Trend Of The In Game Advertising Platform

More than ten years ago, foreign countries had put forward a proprietaryname such ads: In Game Advertising (IGA). However, the level of the In GameAdvertising in China nowadays is still in a very low level, for as a developing country,this new model of advertising has not yet been totally accepted by advertisers andclients. According to Yankee Group’s recent research, the In Game Advertisingindustry will be in a rapid development period in the next few years, the whole marketamount in United in2010may have reached one billion U.S. dollars, while China’scurrent income of such ads is less than a percentage of the United States one. Throughmy research and analysis on In Game Advertising, this article come up with severaladvantages of it: high running precision, high running standardization, rich in runningforms, easy data collection, and strong user experience. Recently, a series of surveydata from the CNET United Kingdom Division and the Internet Advertising Divisioncan illustrate this point. The report pointed out that the effects of In Game Advertisingare obvious, a survey which were held among3,575gamers in the United Kingdomshowed,52%of the players in the past year have seen the In Game Advertising,33%expressed that they were "very willing" or "very possible " to buy the merchandisewhich they saw while playing games. Furthermore, about40percent of therespondents said the ads greatly increased the realism of the game. These show thatthe players have a high degree of acceptance to the brand information which emergedfrom the games. This article aims to refining IGA’s successes, analysis itsinadequacies and summarize their findings by mainly focus on analyzes currentnational IGA available data and the success stories. Then finally get a more effectiveway for the clients and agencies to run the IGA.