CNNIC: Online games built-in ads IGA delicious hard to swallow

CNNIC Internet Development Research analyst Liu since 2006, the domestic network game market in the product type and operating mode of a huge change, the rapid rise of leisure games, profit model from the early time to charge the transition to prop fees. As of December 2008, the number of MMOGs players in China reached 55.5 million.　　The changing business model and the increasing number of gamers have laid the foundation for online gaming as a media platform.　　As the FN of Internet advertisement, IGA has the incomparable advantage of traditional online advertisement. First of all, product positioning and advertising channel target matching is to ensure the effectiveness of network advertising, and the current domestic network game products clear and stable user structure just cater to this point, and thus ensure that the media as a medium of IGA can reduce the advertisers to target customers difficult to locate.　　At present the domestic game player age mainly concentrates in between 18-25 years old, but this characteristic plus the game itself may develop the area, the time as well as the product classification and so on analysis function, may reduce the advertisement localization difficulty greatly. Second, the high rate of IGA arrival, implantable game ads often in the form of game props or scenes, in other words, it is the player in the game must contact the elements, the arrival rate is much higher than relying on large-scale coverage of the main advertising site.　　2007, Century days and Samsung mobile phone cooperation, the mobile phone ads directly affixed to the "running kart" runway background, so that it becomes a player in the process of the inevitable contact elements. Third, high-quality IGA for game products and customer acceptance will play a role in promoting, the real offline products introduced into the game scene on the one hand to increase the fun of the game, on the other hand, also promote the game of advertising products to accept the degree.　　The days of the century in its operation of the game "street basketball" to join the elements of Nike shoes, as a game props, in enhancing the gameplay while also promoting the player's impression of Nike as a model of IGA. Finally, the current problem of traditional internet advertising is the evaluation of advertising effectiveness, the main evaluation means of Internet advertising through CPM, PV, UV and other hard indicators to evaluate advertising, but because of the target audience and the impact of advertising on consumer behavior of uncertainty, assessment is difficult,　　and high quality IGA advertisement can avoid this problem by monitoring the operation of the game by customers. Does the appearance of IgA, which is delicious and difficult to swallow, imply a good market prospect for IGA? It's not true, game operators for the introduction of IGA needs to face from the product, market and operational balance three aspects: the product here refers to the game itself, the vast majority of the operation of the game has not reserved space for advertising, IGA implantation will cause the game changes, resulting in frequent download of the upgrade package, affect the customer experience. In addition, there is another reason to affect the user experience is the conflict between IGA and game product style, IGA for the type of game is higher, role play toAnd ancient background game implantation is more difficult, if there is a lack of matching between advertising and game products, will inevitably affect the player's acceptance of the game. Second, customer awareness is another influential factor in the early development of IGA, for advertisers, it is more concerned about the effectiveness of advertising and coverage, but in the game development and launch of the initial stage, the number of games players will affect the uncertainty of the choice of advertisers, especially in the homogenization of products in a serious market situation,　　The uncertainty of the gaming landscape has widened the issue.　　Finally, in addition to technology and awareness, game operators have to accept the degree of improvement, in the 2007-year market, for example, IGA only accounted for the overall network game market size of about 1%, for most games, the proportion of the gap will also expand, resulting in game operators to the introduction of IGA. The development prospect of IGA the development prospect of IGA is not very clear, and the game operator, as the leading power of IGA development, should make clear the following three points while providing IGA service: First, IGA is essentially a game technology based advertising business, its business philosophy should be based on advertising business as the core,　　Operators should provide advertisers with a series of services from advertising to effectiveness evaluation, especially in the development of IGA Market, and the specialization of the IGA provider in advertising is the key to determining the success of the business.　　Second, the diversity of the forms of IGA advertising for the operator's design put forward higher requirements, the development of advertising products, both need to consider the impact of IGA on products, but also take into account the customer's acceptance of advertising, which requires operators and advertisers to work together to complete. Third, in the development process of the game, operators need to consider whether the product has the opportunity to introduce IGA, in advance for IGA reservation interface or advertising distribution system to reduce the advertising replacement caused by the upgrade barriers.