游戏内置广告（In-Game Advertising）在经过五十年的发展后，已经演化出了纷繁复杂的投放形式。学界在既往探讨的过程中主要运用广告理论对内置广告的广告效果进行研究。较为缺乏针对游戏交互特点进行系统分析的文章。但是游戏作为该广告投放的媒介载体，其可交互性会带来传递信息的特有方式，是广告投放效果中较为重要的影响因素。

因此本文旨在通过游戏机制、沉浸、有限注意力等理论来分析玩家与游戏内置广告的互动过程，并基于游戏机制的理论视角得出影响玩家认知、回忆内置广告的因素。

本文主要采用案例分析的方法，在文中首先论述了游戏内置广告的定义、内容分类与发展过程，对游戏内置广告自身的特性进行了梳理。其后引入了游戏机制的理论对游戏内置广告进行分析。论述了游戏机制对可玩性的影响，结合沉浸的理论分析了游玩高可玩性的游戏有助于玩家在游戏中被内置广告传达的信息所说服的结论。接下来，结合了有限容量中介信息处理模型（LC4MP）理论论述了游戏机制对玩家注意力资源分配的影响。指出通过游戏机制的设计可以从主动与被动两种方式引导玩家对游戏中的广告信息进行认知，将自己的注意力分配给广告信息。并基于游戏机制提出了两种引导玩家认知广告的游戏情境。然后通过“hooters”、“星巴克”等品牌的案例分析总结了游戏内置广告投放的优势与局限性。指出优质的游戏内置广告应遵循以及融入游戏机制的设计，在保护玩家沉浸体验的基础上对玩家的注意力资源进行引导和分配。

After fifty years of development, In-Game Advertising have evolved into a variety of complex forms. The academic community has mainly focused on the research of advertising effect of in-game advertising. There is a lack of articles that systematically analyze the characteristics of game interaction. However, as the carrier of the advertisement, the interactivity of the game will bring the unique way of transmitting information, which is a more important influencing factor of the advertisement effect. Therefore, this paper aims to analyze the influence of the interaction between players and the game's built-in advertisement on the players' perception of the advertisement through theories such as game mechanics and immersion.

This paper mainly adopts a case study approach, in which the definition, content classification and development process of game built-in advertising are firstly discussed, and the characteristics of game built-in advertising itself are sorted out. After that, the theory of game mechanism is introduced to analyze the game built-in advertisement. Firstly, the influence of game mechanics on playability is discussed, and the theory of immersion is combined to analyze that playing a game with high playability helps players to be persuaded by the messages conveyed by built-in advertisements in the game. Next, this paper discusses the influence of game mechanics on the allocation of players' attention resources in the context of the theory of limited capacity mediated information processing model (LC4MP). It is pointed out that the game mechanics can be designed to guide players to perceive the advertising information in the game and allocate their attention to the advertising information in both active and passive ways, and two game situations are proposed to guide players to perceive the advertising based on the game mechanics. Then we summarize the advantages and limitations of in-game advertising through case studies of brands such as "hooters" and "Starbucks". It is pointed out that high-quality game built-in advertising should follow and integrate into the design of game mechanics, and guide and allocate players' attention resources on the basis of protecting players' immersion experience.