Advertising Effects of In-Game-Advertising vs. In-App-Advertising

Abstract

More than 135 million games were sold in the USA in 2014 with a revenue of 22 billion USD (Entertainment Software Association, 2014). At least sixty-three percent of all American households own at least one device to play video games with forty-two percent of the Americans playing video games on a regular basis (at least 3 hours per week) (Entertainment Software Association, 2015). It is predicted that the revenue of the digital game industry will increase from 91.8 % in 2015 to 118.6 % in 2019 (GMGC, 2015).