Microsoft shuts down the IGA business Shanda and other game makers are caught on the sidelines

October 9 News, due to poor performance, Microsoft today announced the closure of its five years ago to spend 280 million dollars in the game of the built-in Advertising (IGA) company massive.　　Back to the domestic IGA market, the prospects are not optimistic, Shanda, such as the first to dabble in the game of IgA gaming manufacturers are also caught in the sidelines. Game built-in ads (In-game Advertising,iga), divided into single game IGA and online games IGA two categories. In foreign countries, IGA coverage of the basic is a stand-alone game. In the domestic, mainly refers to online games IGA.　　The analysis holds that the three main reasons cause the domestic games IGA market to cultivate slowly. IGA system affects the normal operation of the game 2007 years, Shanda through the investment in domestic games, Shanghai Sheng Yue Company, became the first to dabble in the game of IGA business gaming companies.　　And please come to 4A advertising company from the senior professional manager Chen Nianduan as the group senior Vice president, in charge of the business, the degree of attention can be seen.　　However, Shanda in the internal implementation of the IGA business, did not get the support of various game project team, the main reason for the objection is that the IGA system affects the normal operation of the game. An unnamed game industry insiders believe that if the IGA system is embedded system loaded into the online games, there will be systemic risk.　　However, if the embedded system is not used, the progress of ad loading will be greatly delayed, the timeliness of the release will have an impact.　　IGA Income too low manufacturers do not pay attention he also revealed that, aside from the technical reasons, the income is too low, but also the game manufacturers do not want to try the main reason for IGA.　　According to the Tencent game, foreign IGA coverage of the basic is a stand-alone game, because the single game revenue is relatively simple, the basic client sales performance, IGA income can account for the total game income of about 30%.　　However, the domestic games IGA market is not optimistic, there is said that a net game of IgA income of less than 1% of the overall income. There is a point of view that instead of looking to IGA's income, a better way is to bring richer user income through cooperation.　　Meaning that, through the different industry cooperation brings the user consumption value, higher than direct sales of advertising revenue. The main theme of online games ads do not buy Longyou World President Yan King that because of IgA attached to the game content, so the game type more picky. At present, the domestic online games market mainly MMO games, martial arts, fairy-man theme games in the game content is difficult to find a matching advertiser.　　By contrast, sports games, music games and other leisure-type games have more advantages. According to his recollection, he has been in charge of the "Street basketball" IGA business during his days as a senior executive.　　At that time, set up a dedicated team of 10 people responsible for IGA business cooperation, through with the Coca-Cola and Nike and other front-line advertisers, "street basketball" IGA income reached the game's overall income of 10%.　　However, Yan King also acknowledges that advertisers ' awareness of the IGA business is still in its infancy, and that the market accepts this form of advertising requires a process. Shanda Game chief producer Zhang also to the Tencent game, although the Grand 45 began to layout IGA business, but domestic IGA the whole market growth is not so fast, everyone for the game built-in advertising mode needs to accept, recognized time. (Digging the shell net)