In-game advertising

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In-game advertising[1] (IGA) represents a contemporary method of marketing that incorporates advertisements directly into video games. Three primary forms of IGA exist: static, dynamic, and online-only game advertising. Static IGA remains fixed once the game is developed, enabling players to engage with digital advertisements, as demonstrated in video games like Splinter Cell. In contrast, dynamic IGA capitalizes on Internet[2] connections, enabling real-time updates of ads and tracking their performance, as seen in Barack Obama’s Xbox game campaign. Lastly, online-only game advertising is dependent on ad revenue and in-game purchases in both freemium and pay-to-play games. Despite receiving varied responses, the advertising sector recognizes the potency of IGA, particularly in targeting the young male demographic. Nonetheless, apprehensions persist about incorporating IGA without deterring players. Numerous research efforts have been made to assess IGA’s influence on player behavior and brand recollection, although the findings are inconsistent.

Terms definitions
1. advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.
2. Internet ( Internet ) The Internet, a global network of interconnected computer systems, utilizes standardized communication protocols, predominantly TCP/IP, to connect devices across the globe. The term 'Internet' has its roots in the 1849 term 'internetted' and was later adopted by the US War Department in 1945. The inception of the Internet can be traced back to the 1960s when computer scientists developed time-sharing systems, which eventually led to the creation of ARPANET in 1969. The Internet operates autonomously, without any central control, and the Internet Corporation for Assigned Names and Numbers (ICANN) manages its primary name spaces. It has revolutionized traditional communication methods and has seen an exponential growth, with the number of internet users growing by 20% to 50% every year. In 2019, more than half of the global population was using the Internet. The Internet protocol suite, comprising TCP/IP and four conceptual layers, directs internet packets to their intended destinations. Fundamental services such as email and Internet telephony function on the Internet. The World Wide Web, an extensive network of interconnected documents, serves as a crucial element of the Internet.

In-game advertising (IGA) is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product. The IGA industry is large and growing.

In-game advertising generated $34 million in 2004, $56 million in 2005, $80 million in 2006, and $295 million in 2007. In 2009, spending on IGA was estimated to reach $699 million USD, $1 billion by 2014 and according to Forbes is anticipated to grow to $7.2 billion by 2016.

The earliest known IGA was the 1978 computer game Adventureland, which inserted a self-promotional advertisement for its next game, Pirate Adventure.

IGA can be integrated into the game either through a display in the background, such as an in-game billboard or a commercial during the pause created when a game loads, or highly integrated within the game so that the advertised product is necessary to complete part of the game or is featured prominently within cutscenes. Due to the custom programming required, dynamic advertising is usually presented in the background; static advertisements can appear as either. One of the advantages of IGA over traditional advertisements is that consumers are less likely to multitask with other media while playing a game, however, some attention is still divided between the gameplay, controls, and the advertisement.

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