External Brand Placement: The Effects on Game Players’ Processing of an In-Game Brand

Abstract

Video games are now a venue for branded messages. Hence, game players may be exposed to brands in and outside game environments. This study focuses on the latter, that is, external brand placement. Drawing upon the literature on involvement and on the limited capacity model (LCM) of information processing, this study explores the mechanism by which external brand placement influences game players’ processing of a brand placed within a game, known as an in-game brand. The results show that players exposed to an external brand identical to an in-game brand showed greater in-game brand recall than those not so exposed. Players exposed to a competing external brand—whether congruent or not—showed lower in-game brand recall. When the brand was incongruent, however, they showed a preference for the in-game brand.