The invention discloses an online and mobile game advertising recommending system. The system comprises a online text processing module, a game text processing module, a game interface processing module, a game keyword vector learning module and a game keyword prediction module, wherein the online text processing module is used for capturing a large number of online text files and generating training data for keyword learning; the game text processing module is used for obtaining text in games or text of a game user and generating training data for keyword learning; the game interface processing module is used for obtaining a large number of game images or videos and generating training data for keyword learning; the game keyword vector learning module is used for learning keyword characteristics of the games; the game keyword prediction module is used for calculating the advertising keyword matching degree according to new game interfaces and user problems and recommending advertising. The system has the advantages that a solution taking game content into consideration is provided for advertising recommendation, the user experience can be greatly improved, and accordingly, the click rate is increased.