Analysing cross-cultural design in advergames: a comparison between the UK and Brazil

Rima Dunn,Ashok Ranchhod,Vanissa Wanick,Gary Wills

doi:10.4108/eai.13-9-2018.156150

Abstract

This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, composed of game design elements, brand perspectives and cultural characteristics. Utilising the CAKE framework, 40 mobile advergames from Brazil and the UK were studied through a content analysis, followed by an interview of 22 game players from both countries. Our findings illustrate a cultural difference in the attitudes towards advergames and preferences regarding familiar and popular elements inside the advergame. It is felt that the CAKE framework may prove itself suitable for the development of cross-cultural design in advergaming and future research in the area. Implications for advertisers, designers and developers are discussed.

Highlights

The findings showed some cross-cultural differences regarding the expectations of consumer behaviour and advergaming design, separated in six themes: attitudes towards advergames, motivation to play advergames, viral marketing, localisation, contextual information and simplicity
In this paper we proposed a cross-cultural perspective to analyse advergame design elements
We put forward the CAKE framework as a tool to analyse cultural nuances in advergaming design and influences in consumer behaviour

Summary

Introduction

As a system of patterns, culture is what differentiates people of one group from the other [1]. Culturalisation, through game content adaptation [3] and cultural appropriation of game elements [4] are other approaches the integrate culture within games design. This could bring many challenges for designers, with regards to advergame design. Previous research showed that members from different cultures differ in their attitudes towards advergames and this is mediated by the integration of the brand in the game [6]. Research on the role of advergaming within a cultural paradigm is still limited [7]

Methods

Results

Discussion

Conclusion