Research On Perspective Of Commercial Advertisement Base On Video Game

With booming market competition and the rapid development of video game industry, In-game advertising is created on the base of integrating mutually with advertisement and video game. In-game advertising become the best communication platform because of entertainment, experience, interaction of video game, so consumers may receive advertising information and are affected imperceptibly by playing video game, and advertising will attain the communication result. As a kind of newly arisen advertising media, in-game advertising has a vast perspective in the field of commerce on fierce market campaigns. In the thesis, in-game advertising mainly is analyzed beneficially on the four angles include communication characteristic, the trend of market development, the business application and commercial opportunities of in-game advertising industry. First, the communication characteristic of in-game advertising is analyzed on the angle of media communication, and the communication ability and impressive force of in-game advertising are understudied through analysis of the both side of the theory and practice, so we identify basis of communication of In-game advertising. At the angle of the trend of market development, the possible trend of business development of in-game advertising is investigated by analyzing the video game market, the development of advertising mediums market and current status of in-game advertising. In the field of business application, the segmental consumers will be analyzed and defined by using theories of generation marketing and life style marketing. Moreover, the commercial force of in-game advertising is valuated by comparison of advantage and disadvantage of mediums, analysis of application value, transmit channel and evaluation of advertising result, and the business application value of in-game advertising is made sure. In the End, the possible opportunity of business development of in-game advertising is...