Abstract
This chapter introduces the new and unique sport promotional format of sport video game sponsorships and in-game advertising. Information on the growth of sport video games, unique features of this segment of the sport industry, and financial and technical value of in-game advertising and sponsorships are first introduced. Extensive discussions are made on the advantage of sport video games as a marketing tool and the importance of assessing the effectiveness of in-game advertising and sponsorships. The need to systematically understand consumer motivation and market demand for sport video games is highlighted. This chapter concludes with recognizing contemporary issues and recommended solutions.
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