Digital watermarking techniques have been developed to protect the intellectual property. A digital watermarking system is basically judged based on two characteristics: security robustness and image quality. In order to obtain a robust visible watermarking in practice, we present a novel watermarking algorithm named adaptive content and contrast aware (ACOCOA), which considers the host image content and watermark texture. In addition, we propose a powerful security architecture against attacks for visible watermarking system which is based on game-theoretic approach that provides an equilibrium condition solution for the decision maker by studying the effects of transmission power on intensity and perceptual efficiency. The experimental results demonstrate that the feasibility of the proposed approach not only provides effectiveness and robustness for the watermarked images, but also allows the watermark encoder to obtain the best adaptive watermarking strategy under attacks.