The Obama Effect: An Exploratory Study on Factors Affecting Brand Recall in Online Games

Abstract

The aim of this research is to establish the extent of the effectiveness of in-game advertisements in online games. A sample of 30 respondents between the ages of 18 to 25 years of age was selected for the study. Respondents played an online game and completed a questionnaire designed to establish the recall rate of in-game advertisements. The findings suggest that the number of advertisements in a game, location of the advertisements and familiarity with the brand had an effect on brand recall rate although perceived pace of game had a moderating effect on the rate of recall of advertisements. Index Terms—Online Games, In-Game Advertisements,