Abstract
Video game technology is changing from 2D to 3D and virtual reality (VR) graphics. In this research, we analyze how an identical video game that is either played in a 2D, stereoscopic 3D or Head-Mounted-Display (HMD) VR version is experienced by the players, and how brands that are placed in the video game are affected. The game related variables, which are analyzed, are presence, attitude towards the video game and arousal while playing the video game. Brand placement related variables are attitude towards the placed brands and memory (recall and recognition) for the placed brands. 237 players took part in the main study and played a jump’n’run game consisting of three levels. Results indicate that presence was higher in the HMD VR than in the stereoscopic 3D than in the 2D video game, but neither arousal nor attitude towards the video game differed. Memory for the placed brands was lower in the HMD VR than in the stereoscopic 3D than in the 2D video game, whereas attitudes towards the brands were not affected. A post hoc study (n = 53) shows that cognitive load was highest in the VR game, and lowest in the 3D game. Subjects reported higher levels of dizziness and motion-sickness in the VR game than in the 3D and in the 2D game. Limitations are addressed and implications for researchers, marketers and video game developers are outlined.
Highlights
The video game industry is one of the fastest-growing industries
The same video game in 234 usable respondents (2D), 3D or virtual reality when playing the game either in a 2D or in a 3D or in a VR condition, no empirical evidence is available so far, we investigate the impact of the technology on attitude towards the game and formulate the following research question: “RQ1: Do attitudes toward the game differ in the 2D, stereoscopic 3D and HMD VR condition?”
Before the hypotheses and research question were addressed, analysis of variance (ANOVA) were conducted with the three groups (2D, 3D, VR) as independent variable and the control variables skepticism towards advertising, general attitude towards video games, prior video game playing experience and video game literacy as dependent variables
Summary
The video game industry is one of the fastest-growing industries. The global value for the video games market is expected to grow from almost USD 71 billion in 2015 to about USD 90 billion in 2020 [1,2,3]. At least one person in more than 60% of US American households plays video games on a regular basis, doing so for at least 3 hours per week, and 65% of US American households own at least one device which is capable of playing video games [4]. 40% of all Eastern Europeans play video games; in Germany, about one in two plays video games occasionally [2,5,6]. In Southeast Asia, every fifth person plays video games, and in China, almost every third person is a video game player [5,7]. In the US, the most popular game genres in 2016 were shooter games (27.5%), followed by action (22.5%), role-playing (12.9%) and sport games (11.7%) [8]
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