• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.348-355
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• 2008

With recent development of internet, a lot of people use online games through internet networks. Since people that utilize the online games increase, a special company and an advertisement company adopt the PPL(Product in Placement) on online game instead of the advertisement through TV or radio. This paper persents applications of the PPL on online games and problems which was occurred by them. We propose an advertisement system architecture which processes it efficiently. To prove that our proposed PPL system on online game is efficient, we process various questionnaires on PPL efficacy in online game and analyze them.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.07a
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• pp.295-298
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• 2019

2018년의 모바일 게임의 이용률은 2017년 대비 28.5%의 높은 성장률을 보이고 있다. 모바일 게임 시장이 확대되면서, 게임의 성공을 위해 광고와 마케팅의 필요성이 제기되기 시작했다. 개발기간과 비용이 상대적으로 큰 대작 게임들이 대규모 예산을 브랜딩 예산에 투자하면서, 브랜딩 매체에서 모바일 게임 업종도 큰 축이 되었다. 본 논문에서는 한국광고총연합회 광고정보센터 크리에이티브DB를 활용하여 게임의 광고 집행유형을 분석하고 신규 게임을 런칭할 때 효과적인 광고 방향을 제안한다.

• Journal of Korea Game Society
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• v.17 no.1
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• pp.71-78
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• 2017

In this paper, we investigated the approach of advertisement to game users. The interaction area in the game was considered to be an effective advertising delivery area. In order to verify this, theoretical research was applied to the theory of advertising in game interaction. Then, based on the theory, we designed and produced the contents of the Gamification contents. The game was produced by being classified as exposed advertisement and interactive advertisement. Based on these two, professional focus test was conducted. As a result, we have verified the design of a Gamification advertisement applied to game interaction. The validity of the theory of Interactive Advertising Design was acknowledged. However, production verification proved to be below average.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.431-438
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• 2015

Smartphone is popularized, it is a lot of development of the mobile advertising industry, is born many types of mobile advertising. Many developers in the mobile game is the advertised profitable by using the SDK of service companies that service the advertising the launch of free games. Mobile IGA banner, front advertising, we use the ad in the three forms of the front video advertising, each of advertising, have advantages and disadvantages. Although many of the games currently use a full-page ad and front video ads, these ads profitable model is use the user game play time. In order to improve the disadvantage of this method, Commonly used to analyze the three ad revenue model, looking for the element, by using the research result of the previous studies, we have proposed a new advertising Convergence profitable models.

• Journal of Korea Game Society
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• v.16 no.6
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• pp.69-78
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• 2016

Outdoor ads such as billboards, banners or posters frequently appears in street maps of FPS games. In this paper, we propose a method for the automatic placement of outdoor advertising in the city area of FPS games. Outdoor ads are from real world products or enterprises and they are managed in a server computer. If the ads data are updated, the advertisements are automatically placed again without modifying source codes. When placing ads, we utilize the real world location of the game player regarding commercial spheres of ads and service types of real world shops. We evaluate priority scores for the available ads based on the collected real world properties and higher priority ads are preferentially placed on the map. The proposed ad placement method makes the game players feel affinity for the placed ads and also it increases the advertising effect.

• The Journal of the Korea Contents Association
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• v.13 no.4
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• pp.86-96
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• 2013

This study is about utilizing social game as a gamification advertising platform. Since iPhone released to the world, the smart phone industry has rapidly increased. And the development of the smart phone industry has rapidly increased its rate of users in which it has led to leaping growths of new kind of service such as SNS(Social Network Service), and SNG(Social Network Game). The purpose of this study is predicting the development of advertising industry in smart phone paradigm shift. This study focused on social network game as a gamification advertising platform, and studied on case of which is social network game used as a gamification advertising platform. Finally, this study has developed suggestions for new way of advertising by utilizing Mobile social network game as a gamification advertising platform.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.478-489
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• 2021

The mobile game industry is currently on the rise and is one of the major industries. Recently, advertisements among mobile games are aimed at branded content, unlike existing advertising content. In this study, we conduct a study on the advertisement effectiveness of the attributes of branded advertisements under a mobile game environment. Therefore, the impact of context congruity, perceived advertising intrusiveness and entertainment on advertising attitude, brand attitude and purchasing intention was verified through experimental research on Chinese mobile game users in the 10s and 20s. Analysis of the PLS structural equation model showed that context congruity and entertainment had a significant impact on advertising attitude, but did not have a significant impact on brand attitude. Perceived advertising intrusiveness has no significant impact on advertising attitude and brand attitude. Finally, advertising attitude had a significant influence on purchase intention through brand attitude. Through these findings, we discuss the effectiveness of mobile game branded advertisement and present effective brand advertising strategies.

• Journal of Korea Game Society
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• v.7 no.2
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• pp.53-60
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• 2007

This paper proposes the knowledge structure of an extended script for advertisement style game embodiment. This approach is able to allow for developing game and advertisement module. Research to reconsider contradictory awareness about existent game have been evolving from game education system, advertisement style game and simulation game for training and so on. In this paper, a situation hierarchy structure which allows the designer for simulating high-level specifications of game structure. And we describes with mathematical structure for proposed situation structure. Game unfolding utilizes with causality. Game reflects situation of a spatiotemporal real world. For this goal, we applied extended script to game world. Advertisement style module progresses by method to provide company's advertisement to user while game is gone. The advantage of proposed method are able to allows for novice to effectively insert banner image, video and so on into advertisement module. The proposed method was implemented in the "Shooting BaDuk" among games.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.299-304
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• 2012

In this study, immersion elements of game fields were classified and analysis by dividing them into the steps of design, interface and fun element, after classifying in-game-advertisement by its purpose. In-game-advertisement business model analyzed by that and the direction that develops based on user immersion elements of in-game-advertisement was studied accordingly. The advertisement access to various immersion elements could be checked in the recent in-game-advertisement by that.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.505-510
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• 2012

As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.