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eye square：2023年游戏内置广告(IGA)-游戏货币化白皮书（英文版）（14页）.pdf

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Monetizing the gaming universe: This article discusses how in-game advertising can add value to games. The gaming industry has grown to an annual revenue of over $200 billion, exceeding that of movies and music combined. With the popularity of gaming, companies have recognized the potential of reaching a large audience through in-game advertising. In-game advertising can be effective in creating brand awareness and recognition, and can be targeted at specific demographics and audiences. Key data points include: - There are approximately 5 billion internet users and around 3 billion people play computer games, with a gender split of 55% male and 45% female. - Gaming was heralded as the next frontier for advertising in the late 1980s, but it didn't materialize until recently due to technological barriers. - Product placement, sponsorship, in-game purchases, and in-game advertising are different channels for connecting ads and games. - In-game advertising can be less intrusive and more natural than other forms of advertising, and it can be effectively used in sports games and games taking place in a "real" world. - Advertising effectiveness and meaningful attention can be measured, and in-game advertising can be a valuable form of advertising. Overall, the article highlights the potential of in-game advertising as a major industry and its benefits for both game developers and advertisers.