Abstract

One result of shifts in the style and pattern of leisure consumption by society is the playing ofmore electronic games. As the market in online games grows, major challenges andopportunities arise for academics and industry to explore this area of research, and forpolicymakers to protect society from the potential harmful effects of gaming. This paperprovides an overview of the game industry and briefly addresses three major marketing issuesin online games: the new development of advertising model, hedonic consumption and nontarget market effects of game advertisements. This paper is intended to provide a foreword tohe online game throughmarketing perspective and propose recommendations for conductingresearch on online game.

Key words: Marketing Issue for Online Games.