VIRTUAL FORMS OF PRMOTION IN COMPUTER GAMES. QUALITATIVE STUDY AMONGST POLISH USERS

Abstract

Increasing migration of audiences from television to playing console and computer games as well as greater results in reception of brand placed inside the games than traditional media attracted attentions of scholars and marketers toward this promotional tool. Average game offer a various ways to convey brand message. The purpose of the research was to identify and describe forms of promotion in virtual worlds of computer games utilized by contemporary organizations. To meet the assumed goals, the author carried out 20 in-depth interviews amongst polish players. Research sample incudes a user’s of chosen three computer games, namely The Sims, Second Life and Euro Truck Simulator 2. Results show that respondents most often listed brands featured with using direct marketing. Majority of those brand appeared as a branded product that can be used by players inside the game but companies also establish virtual headquarters or shops. Second position took advertising which looks similar like in real life and frequently takes forms of virtual billboards or paintings on cars. Public relations contain various virtual events, shows, conferences or branded places built on entertainment purposes. The least numerous groups of brands are personal selling, sales promotion and other forms of promotion (ambient advertising and word of mouth communication).