User:Reyna Jing/In-game advertising

What I plan to add and edit to the article In-game advertising is the following.

We can know the developing progress and reactions of in-game advertising in this article. We often come into contact with online games, video games, etc., but we cannot clearly distinguish which games are made for the products behind the games. In this article, I think some things need edit and add.

The first thing is what I think needs to be modified. First of all, the wording of the article is not formal enough, especially since the definition part in the first paragraph requires academic vocabulary. Secondly, in the first paragraph of this article, I think that the revenue generated by in-game advertising in recent years can not be mentioned. When readers are reading this article, they may want to know more clearly what in-game advertising is, what are the examples of in-game advertising in people lives, etc., instead of letting readers know what in-game advertising brings how much revenue.

Then there are things I think need to be added to this article. In the "Gamer Reaction" part, an advertising company researched on the player reaction in 2009. The company's research goal is to determine the value of video ads in games and the effectiveness of these video ads. The research results of this advertising company deserve to be elaborated. “I am sceptical that the reported uplift in percentages and absolute numbers can be generalized across all in-game advertising and more extensive research would be welcome for backing up the statement, although I am inclined to believe the notion that in-game advertising is generally more effective than TV advertising.” (Robin Wauters, 2009).

Regarding the benefits of in-game advertising to the market, after the initial in-game advertising "Adventureland", the revenue effect of in-game advertising began to be significant in 2004, and it is expected to continue to grow. “A recent keynote address by in-game advertising firm Massive Inc. said spending in video games would go near $2 billion by the end of the decade. A February report on digital ads placed in-game spending at a more conservative $432 million.” (Enid Burns, 2006). Many countries are contributing their strength to the development of internal advertising culture in games, not only opening up the development space of games but also broadening the development channels of advertising. "In the global Connected Console Games segment, USA, Canada, Japan, China, and Europe will drive the 8.7% CAGR estimated for this segment." ("Global in-game advertising industry," 2020)

The production of a game is more complicated and time-consuming than the display of an advertisement. Therefore, most advertisements must communicate to the game developer in advance, how the advertisement appears in the game, and how it does not affect the viewer’s viewing and game experience, which will affect the subsequent IGA The charging situation in the game. "These types of advertisements are considered to be comparatively cheaper than other mediums and are also expected to give higher conversion rates to the companies which are also expected to be a key driver which is propelling its adoption across the various industries."("In-game advertising market trends and forecast 2020-2025 - Explosive adoption of mobile gaming presents lucrative opportunities - ResearchAndMarkets.com," 2020)

Most players support advertisements that are consistent with the game environment. Nevertheless, many gamers still believe that IGA is intrusive spyware. Because many players have the characteristic of indulging in the game, and this characteristic does not exclude the factor of IGA, too much popularity will also bring some adverse effects. The number of brands choosing to advertise in the thousands of game titles created every year – whether console, casual, mobile, or PC – has mushroomed as marketers have become more aware of their audience reach. Games have the proven ability to hook their players in for hours. ("In-game advertising: Mind games," 2014)

References

Robin Wauters (2009-03-24). “Study: In-Game Video Advertising Trumps TV Advertising In Effectiveness”. TechCrunch. https://techcrunch.com/2009/03/24/study-in-game-video-advertising-trumps-tv-advertising-in-effectiveness/. Retrieved 2011-03-08.

Enid Burns (April 17, 2006). "In-Game Advertising to Continue Exponential Growth". Clickz. Retrieved November 27, 2014.

Global in-game advertising industry. (2020). Reportlinker.com - Get The Latest Industry Insights. Simply. https://www.reportlinker.com/p05818133/?utm_source=GNW

In-game advertising market trends and forecast 2020-2025 - Explosive adoption of mobile gaming presents lucrative opportunities - ResearchAndMarkets.com. (2020, July 1). https://www.businesswire.com/news/home/20200701005721/en/In-Game-Advertising-Market-Trends-and-Forecast-2020-2025---Explosive-Adoption-of-Mobile-Gaming-Presents-Lucrative-Opportunities---ResearchAndMarkets.com

In-game advertising: Mind games. (2014, October 17). Marketing Week. https://www.marketingweek.com/in-game-advertising-mind-games/