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Academic Journal of Humanities & Social Sciences, 2023, 6(16); doi: 10.25236/AJHSS.2023.061604.

Widespread, Globalized and High-economic-value: The Rise of In-game Advertising as Modern Mass Media


Zhang Wenting

Corresponding Author:
Zhang Wenting

Nanjing Normal University, Nanjing, China


With the rapid development of society and technology, the game industry has evolved into one of the most promising industries today in just a decade. In-game advertising has became an effective globalized mass media for conveying information to the public, especially for internet users, and has a huge impact on both modern media and the advertising and game industries. In this paper, with the data-analysis method and comparison method, it was discussed how widespread and globalized in-game adverting is from a media perspective, compared with traditional media. Also, two game cases from Asia and North America are used to demonstrate to which extent in-game adverting is immersive and personalized for the customer. Finally, it is explained that in-game advertising is of huge economic value and becoming much more competitive with analysis of the latest market revenue data.


Modern Media, Marketing, Mobile Games, In-game Advertising, Advertising Industry, Game Economic

Cite This Paper

Zhang Wenting. Widespread, Globalized and High-economic-value: The Rise of In-game Advertising as Modern Mass Media. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 16: 23-28. https://doi.org/10.25236/AJHSS.2023.061604.


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