The Research Of Interactive Communication Of The In Game Advertisement

With the difference from the traditional media that the users brows and accept the information passively, online games are engaging and interactive. With a growing number of online game market size and game players, In Game Advertisement cutting into the area of online games has become a necessity. Because the In Game Advertisement is not only profitable for the operator of the game, but also it has opened up new channels of communication for the companies and brands.For the In Game Advertisement, the interaction is a double-edged sword. If you can subtly interact with game players, it can successfully penetrate the brand and product information to achieve satisfactory effect. On the contrary, it will affect the experience and feeling of the gamers with a negative impact on the game itself and the brand.Beginning with the definition and characteristics of the In Game Advertisement, and combined with its rising background, this article analyzes this concept comprehensively. Then the author gives theoretical analysis and interpretation of the interactive communication of the In Game Advertisement from the disciplines of psychology, communication and marketing, including attribution theory, persuasive communication, positioning and integrated marketing communication theory.The main body and key point of this article is the strategies about the interactive communication of the In Game Advertisement. With rich cases, the author summarizes six categories as following: products as game props, experiential marketing in the game, advertising information interacting with the game, product placement in game levels, online and offline e-commerce integration, interaction between reality and virtual, interactive communication between brands'information.Finally, the author summarizes the principles about interactive communication of the In Game Advertisement: Implant products should be consistent with the characteristics of the target audience; In Game Advertisement should be complied with the integrated marketing communication; advertising appeals to the online games; the effect of implantation should be unconscious oriented interactive participation.