3. 메이저놀이터 and operational values of in-game advertising and sponsorships. In a unifying of the classic business relationship between sports and advertising, corporations are advertisements within game video games as an avenue to achieve sport lovers, while the advertisements donate to the realism of this game. 7. Fundamental concepts of motivational variables connected with the use of game video games. The features of game video games (e.g., interactive, fantasy based, realistic and repetitive nature); the dynamics involving the stakeholders (e.g., gambling publishers, the sport organizations, and in-game advertising companies ); along with the demographics of the target market (e.g., 18-34 year old men who have shifted their media consumption from television to video games) are discussed regarding their impact on game video sport sponsorships. The sport video game genre is one of the top video game sales in total small business transactions annually and represented 17% of the total console video game titles sold in 2006 (ESA, 2007). In the United States (U.S.), the best-selling console video game in 2006 was an American football game, Electronic Arts (EA) Sports Madden NFL 07 about the PlayStation2 format, together with 1.8 million units sold.