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In-game advertising (IGA) refers to advertising in computer and video games. IGA differs from advergaming, which refers to a game specifically made to advertise a product.〔Matthew Yi (2005-07-25). "Advertisers pay for video games - Product placement tradition no longer free ride for business". San Francisco Chronicle. http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2005/07/25/BUGVRDREUT1.DTL. Retrieved 2011-04-14.〕 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〔Arif Durrani (2009-05-26). “Screen Digest forecasts $1bn boom for in-game advertising”. (Brandrepublic ). http://www.brandrepublic.com/News/908125/Screen-Digest-forecasts-1bn-boom-in-game-advertising/. Retrieved 2011-04-14.〕〔Enid Burns (2009-04-28). “Video Advertising Still Set for Growth in Down Ad Spend Year”. http://www.clickz.com/clickz/news/1708732/video-advertising-still-set-growth-down-ad-spend-year. Retrieved 2011-04-14.〕 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''.〔"The Making of Adventureland". EDGE (162): 104–107. May 2006.〕 The earliest known commercial IGA occurred in 1991 when a spot for Penguin biscuits appeared in James Pond - RoboCod. 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.〔Greg Boyd, Vejay Lalla (2010-02-11). “Emerging Issues in In-Game Advertising”. Gamasutra. http://www.gamasutra.com/view/feature/3927/emerging_issues_in_ingame_.php. Retrieved 2011-04-17.〕 Due to the custom programming required, dynamic advertising is usually presented in the background; static advertisements can appear as either.〔Helen Leggatt (2009-03-18). “Major in-game ad firm struggling”. (BizReport ). http://www.bizreport.com/2009/03/major_in-game_ad_firm_struggling.html. Retrieved 2011-04-17.〕〔“In-Game Advertisting”. (Entertainment Software Association ). http://www.theesa.com/gamesindailylife/advertising.asp. Retrieved 2011-04-17.〕 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.〔Grant Jenman, Stephanie Becker (2008-06-30) “In-Game Ads Put Brands in Play”. Adweek. http://www.adweek.com/news/advertising-branding/game-ads-put-brands-play-96175?page=1. Retrieved 2011-04-21.〕〔Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (Winter 2006). “The Effectiveness of In-Game Advertising: Comparing College Student’s Explicit and Implicit Memory for Brand Names”. Journal of Advertising. http://business.nmsu.edu/~mhyman/M454_Articles/%28Product%20Placement%29%20Yang_JA_2006.pdf. Retrieved 2011-04-18.〕 ==Static in-game advertising== Similar to product placement in the film industry, static IGAs cannot be changed after they are programmed directly into the game (unless it's completely online). However, unlike product placement in traditional media, IGA allows gamers to interact with the virtual product. For example, Splinter Cell has required the use of in-game Sony Ericsson phones to catch terrorists.〔(2011-03-31). “Viral Video Features Inspired Product Placement 0f Dodge’s Flagship Muscle Car”. (PlaceVine ). http://www.placevine.com/blog/2011/03/31/viral-video-features-inspired-product-placement-0f-dodge%E2%80%99s-flagship-muscle-car/. Retrieved 2011-04-25.〕〔Ted Boyke (2004-03-23). “Tom Clancy's Splinter Cell: Pandora Tomorrow World Premiere”. (The Next Level ). http://www.the-nextlevel.com/features/events/pandora-tomorrow-world-premiere/. Retrieved 2011-04-25.〕 Unlike static IGAs, dynamic IGAs are not limited to a developer and publisher determined pre-programmed size or location and allow the advertiser to customize the advertisement display.〔 A number of games utilize billboard-like advertisements or product placement to create a realistic gaming environment.〔Gene Emery, "What's in a Name: Product Placement in Games," Reuters. January 30, 2002.〕〔(2010-02-10). “In-Game Advertising Maximizes Marketing Dollars In Sports Category; New Mobile Advertising Opportunity for the Sports Industry”. (Business Trends ). http://businesstrends.wordpress.com/2010/02/10/study-shows-in-game-advertising-maximizes-marketing-dollars-in-sports-category/. Retrieved 2011-04-14.〕 For example, many sports games incorporate these advertisements to simulate the heavy advertising within professional sports.〔David Radd (2007-02-22). "Sports and In-Game Advertising". BusinessWeek. http://www.businessweek.com/innovate/content/feb2007/id20070222_572137.htm. Retrieved 2011-04-14.〕〔James Brightman (2010-02-10). “Sports Games Proving Effective for In-Game Advertisers, Study Finds”. (Industry Gamers ). http://www.industrygamers.com/news/sports-games-proving-effective-for-in-game-advertisers-study-finds/. Retrieved 2011-04-14.〕 Similarly, many games employ brand-name products such as guns and cars as in-game status symbols.〔Erika Brown (2006-07-21). "Product placement on the rise in video games - Marketers desperate to engage well-to-do market of 132 million gamers". Forbes. http://www.msnbc.msn.com/id/13960083/. Retrieved 2011-04-13.〕〔DMA Design. Grand Theft Auto III. (Rockstar Games). PlayStation 2, (v1.1). (2001-10-22).〕〔Michael McCarthy (2002-12-03). "HBO shows use real brands". USA Today. http://www.usatoday.com/money/advertising/2002-12-02-sopranos_x.htm. Retrieved 2011-04-13.〕 These brand references may not be advertisements and are instead placed in the game purely for plot or design reasons. However, trademark owners sometimes object to unlicensed references to their trademarks. See, e.g., E.S.S. Entertainment 2000, Inc. v. Rock Star Videos, Inc.〔〔E.S.S. Entertainment 2000, Inc. v. Rock Star Videos, Inc., 547 F.3d 1095 (9th Cir. Cal. 2008). http://caselaw.findlaw.com/us-9th-circuit/1485435.html. Retrieved 2011-04-17.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「In-game advertising」の詳細全文を読む スポンサード リンク
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