在这个信息轰炸的时代,各种信息形式交错杂陈,广告也变着戏法铺天盖地倾入人们生活。在显性广告已不足以影响大众的现状下,以植入式广告为代表的隐性广告应运而生。网游植入式广告是近几年兴起的颇具代表性的一种植入式广告。本文将以一款新型网络游戏鹿鼎记为例,从其网游植入式广告的类型、特殊性等方面进行研究,以探寻其自身的差异化的发展策略。 In the era of the bombing of this message, various forms of information are staggered and advertisements are also drowned out into people’s lives. Under the condition that the dominant advertisement is not enough to affect the general public, the implicit advertisement represented by the implanted advertisement came into being. Online games implanted advertising is the emergence of a rather representative implantable advertising. This article will take a new type of online game Lu Ding Ji as an example, from the type of online games implanted ads, special characteristics and other aspects of research in order to explore its own differentiated development strategy.