Abstract
With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disrupt traditional media as a $7.7 billion USD industry, that is expected to reach $57.55 billion by 2027. As such, marketing researchers must continue to evolve and understand the interdisciplinary VR research evolution as many VR users are likely to view IGA as intrusive. IGA and VR are not new constructs, but IGA within VR is unique as VR consumers have not yet experienced VR IGA intrusion. This article utilizes a sport marketing focus to provide an industry specific set of examples for the reader, however this article can be applied to broader fields including communications and interactive marketing. The main contributions of this article are 2-fold. First the development of a VR In-Game Advertising Congruity Framework is developed through a review of the literature and application to VR IGA in the topical areas of congruity of the IGA, interactivity of the IGA, intrusiveness of the IGA, realism of the experience, telepresence, brand awareness, and attitude toward the IGA. Secondly, a proper VR context definition of telepresence is provided through review of the literature that takes into account the interaction of a VR participant. This article aims to aid marketers in making informed IGA development decisions through strategic choice, via a centralized VR IGA congruity framework, that not only enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation.
Highlights
The purpose of this conceptual article is to add a much needed timely digital and interactive marketing research foundation to virtual reality (VR) in-game advertising (IGA)
This work uses a sport video game context to examine the emerging VR gaming industry, the user intrusion anticipated by IGA, and the VR IGA’s sport marketing ramifications across disciplines such as advertising
We suggest that the same mechanism may explain the effect of IGA within VR on brand memory and awareness
Summary
The purpose of this conceptual article is to add a much needed timely digital and interactive marketing research foundation to virtual reality (VR) in-game advertising (IGA). Due to the novelty of VR as well as the importation of ideas from fields other than sport marketing, there are numerous conceptual and definitional inconsistencies in the literature around terms such as presence, spatial presence, and telepresence along with elements related to the immersive characteristics of VR technology This concept is practically relevant to the design and evaluation of media products and human-computer interactions, such as VR games and IGA. In addition to providing greater clarity to the concept of IGA within VR, this study leverages on the state achieved by the participant to analyze the VR user’s attitude toward the IGA with a view toward proposing and contributing effective evaluation of interactive marketing initiatives within VR game environments This improved knowledge of the participant experience, within the VR gaming environment, aims to assist sport marketers in making informed IGA development decisions through strategic choice that enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation
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