ABSTRACT
In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and advertising retention. The study produces a highly detailed view of the relationship of brand retention, player ability, and engagement.
- Santos, E., Gonzalo, R. and Gisbert, F. (2007) Advergames: Overview. International Journal Information Technologies and Knowledge, 1, pp. 203--208.Google Scholar
- Barnes, S. 2007. Virtual worlds as a medium for advertising. SIGMIS Database 38, 4 (October 2007), 45--55, DOI=10.1145/1314234.1314244 http://doi.acm.org/10.1145/1314234.1314244. Google ScholarDigital Library
- Russell, C. A. (2002) Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29:3, pp. 306--318.Google ScholarCross Ref
- Chaney et al., 2004. The effect of billboards within the gaming environment. Journal of Interactive Advertising. v5 i1. 37--45.Google ScholarCross Ref
- Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., Arpan, L. M.: The effectiveness of "in-game" advertising. Comparing college students' explicit and implicit memory for brand names. Journal of Advertising 35(4), 143--152 (2006).Google Scholar
- Lee and Faber, 2007. Effects of product placement in on-line games and brand memory. Journal of Advertising. v36 i4. 75--90.Google ScholarCross Ref
- {Molesworth, C., 2006. Real brands in imaginary worlds: Investigating players' experience of brand placement in digital games. Journal of Consumer Behavior. v5. 355--366.Google ScholarCross Ref
- Csikszentmihalyi, M. (1991) Flow: The Psychology of Optimal Experience, Harper Perennial, London.Google Scholar
- Gurau, C., 2008. The Influence of Advergames on Players' Behaviour: An Experimental Study. Electron. Market. 18, 2 (May 2008), 106--116. DOI=10.1080/10196780802044859 http://dx.doi.org/10.1080/10196780802044859. Google ScholarDigital Library
- Gross, M., 2010. Advergames and the effects of game-product congruity. Comput. Hum. Behav. 26, 6 (November 2010), 1259--1265. DOI=10.1016/j.chb.2010.03.034 http://dx.doi.org/10.1016/j.chb.2010.03.034. Google ScholarDigital Library
- Entertainment Software Association, 2010. Entertainment Software Association (2010). Essential facts about the computer and video game industry: 2010 sales demographic and usage data. Retrieved April 10, 2010 from http://www.theesa.com/facts/pdfs/ESA_Essential_Facts_2010.PDF.Google Scholar
- Blumler and Katz, 1974. The Uses of Mass Communications: Current Perspectives on Gratifications Research, Sage Publications, Beverly Hills, CA.Google Scholar
Index Terms
- Player performance and in game advertising retention
Recommendations
Exploring Video Game Design and Player Retention- a Longitudinal Case Study
Mindtrek '18: Proceedings of the 22nd International Academic Mindtrek ConferenceLasting player engagement is essential for pushing a video game beyond a successful release. While previous research on retention and engagement in games exists, this has mainly focused on general models and factors. Furthermore, we notice a lack of ...
Did you see that?: in-game advertising retention in players and onlookers
ACE '14: Proceedings of the 11th Conference on Advances in Computer Entertainment TechnologyThe effects of embedding advertising in digital games has been explored in only a few controlled studies. This research provides results of an efficacy analysis of in-game advertising within the controlled environment of a racing car game, an ...
If you build it they might stay: retention mechanisms in World of Warcraft
FDG '11: Proceedings of the 6th International Conference on Foundations of Digital GamesWe analyze mechanisms of player retention and commitment in massively multiplayer online games. Our ground assumptions on player retention are based on a marketing model of customer retention and commitment. To measure the influence of gameplay, in-game ...
Comments