Abstract: Facing the two sides of coin, growth of the game industry and worries, the current research aimed to identify the characteristics of game commercials. A content analysis was conducted to analyze the characteristics of game commercials by 3 experts in advertising. Before the content analysis, a session of training for categories and items of analysis was offered to them and a preliminary test was conducted. The current content analysis was performed by using SPSS 20.0. The reliability coefficient among the coders was 0.92-0.98. First, the characteristics of expression strategies were analyzed. It was found that information delivery was the most frequent type, followed by promotion, a combination of information+promotion, launching and the teaser type. As for the types of message appeals, the emotional type was the most frequently used one, followed by rational appeals and a combination of emotional and rational appeals. Second, in terms of the second topic of model strategies, the present research found the following results. Game characters were the most popular model type, followed by celebrities and a combination of characters+celebrities, ordinary people, a combination of characters+ordinal people and professional models. In most types of commercials, game characters and celebrities were most common models. Third, as for the information-presenting strategies, the analysis found the following results. In terms of game-playing media presented in the commercials, mobile topped the list followed by SNS and PC. The results of analysis are expected to help advertising personnel arrange strategies for production and implementation of commercials. Future researches might aim to examine what factors affect the characteristics of game commercials.