Effectiveness Of In-game Advertising Research Articles

Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior

<p>This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. The article advocates for future research to explore the multifaceted impacts of avatars, such as age-related differences, the role of artificial intelligence in self-representation, and cross-platform avatar utilization, utilizing longitudinal data from sources like Second Life and social media profiling. In synthesizing these perspectives, the article underscores the necessity to further understand how avatars contribute to shaping digital consumerism, paving the way for a new domain in consumer psychology that navigates the evolving interface of the metaverse. The findings suggest that the nuances of digital identity formation are significant factors in the effectiveness of in-game advertising and indicate a transformative phase in marketing strategies tailored for virtual worlds.</p>

Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior

<p>This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. The article advocates for future research to explore the multifaceted impacts of avatars, such as age-related differences, the role of artificial intelligence in self-representation, and cross-platform avatar utilization, utilizing longitudinal data from sources like Second Life and social media profiling. In synthesizing these perspectives, the article underscores the necessity to further understand how avatars contribute to shaping digital consumerism, paving the way for a new domain in consumer psychology that navigates the evolving interface of the metaverse. The findings suggest that the nuances of digital identity formation are significant factors in the effectiveness of in-game advertising and indicate a transformative phase in marketing strategies tailored for virtual worlds.</p>

What you see is what you get: assessing in-game advertising effectiveness

PurposeThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.Design/methodology/approachThis study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).FindingsThe study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.Research limitations/implicationsThe study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.Originality/valueDrawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.

In-Game Advertising: Customer Perception and Effectiveness

Nowadays, mobile games and applications are becoming increasingly popular with Internet users, including the Russians. With the growing number of gamers and the increasing influence of the Internet on leisure of modern people, in-game advertising is becoming a widespread and promising means of marketing communications. Marketers claim that gamification on mobile platforms can induce unprecedented brand interactions with consumers, and increase brand awareness and memorability. However, whether in-game advertising is effective in influencing consumer behavior has not been sufficiently studied, which indicates relevance of studies such as ours. The article examines the phenomenon of in-game advertising, defines different types of it. On the basis of the analysis of empirical studies, the characteristics of the effects of in-game advertising on consumers were given. The author analyzes importance of in-game ad characteristics such as ad size, dynamics, in-game placement and frequency of ad impressions. This article presents evidence that both well-known brands and little-known ones need to utilize different means of in-game advertising. Further directions of study on effectiveness of in-game advertising were defined.

Regulatory fit/nonfit and in-game advertising effectiveness on children

PurposeThe purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising.Design/methodology/approachAn experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group).FindingsThe results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising.Originality/valueBy focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.

Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.

A Comparison of In-Game Brand Placement for Active Versus Passive Players

ABSTRACTWatching other people play video games is becoming a popular online activity. The current study compares the effectiveness of in-game advertising between two groups of people—active gamers and passive watchers. Hypotheses are proposed using the limited capacity model as a theoretical framework and tested using an experimental method. Results suggest that individuals watching someone else play a video game recall at least four times as many brands as actual players of the video game. However, there are no significant differences in attitudes and purchase intentions due to exposure while playing or watching. Implications are drawn and future directions for research are suggested.

The Impact of Gamer Motives, Consumption, and In-Game Advertising Effectiveness: A Case Study of Football Sport Video Games

Sport video games (SVGs) are a highly consumed media source among 18- to 34-yr-old sport consumers. Many corporations have become advertisers or sponsors of SVGs to reach this consumer segment. This case study examined the systematic relationships among SVG motives, consumption levels, and sponsorship effectiveness. Research participants (N = 213) were SVG gamers who responded to a survey. The proposed hierarchical relationships were tested in a structural model analysis to determine the effectiveness of SVGs. The fit indices showed that the model fit the data well, indicating that, sequentially, SVG motivations influenced game play frequency, awareness of sponsoring brands in SVGs, attitude toward the sponsoring brands, and future purchase intentions of sponsoring products. Researchers and practitioners may consider applying SVG motivational factors to enhance SVG play frequency so as to enhance the awareness of and attitude toward sponsoring brands, which would in turn promote behavioral intentions for consuming the sponsoring brands.

Comparing Brand Awareness Levels of In-Game Advertising in Sport Video Games Featuring Visual and Verbal Communication Cues

As technology advances, new forms of in-game advertising (IGA) executions continue to be developed. What was once simply a static advertisement has expanded to include verbal mentions of the brands placed within the games. While research has examined brand awareness of IGA, what has yet to be determined is the effectiveness of IGA which features these verbal cues. Therefore, this study examined the brand awareness levels of IGA which featured a visual brand placement (e.g., company logo placed within the game) versus those that have the visual placement accompanied by a verbal mention of the brand name. The results indicate that brand awareness levels were significantly higher for advertisements that contained both the visual and the verbal cues.

Seeing Without Looking: The Effects of Hemispheric Functioning on Memory for Brands in Computer Games

The authors hypothesize that the effectiveness of in-game advertising is influenced by two inborn traits, bisected hemispheric functioning and physiological arousal, that are at the core of human behavior. A 2 (preattentive processing type) × 2 (arousal level) between-subjects design was employed in both Experiment 1 (well-known brand placement) and Experiment 2 (lesser-known brand placement). The results from the two experiments reveal that people show better recognition memory for in-game ads when brand names are presented peripherally in the right visual field and brand images are embedded peripherally in the left visual field. In addition, people can remember more brand ads when they experience less arousal (Experiment 1). This effect, however, is attenuated when unfamiliar brands are placed in the game (Experiment 2). Implications are discussed for further investigation.

Putting brands into play

The study looks at the effectiveness of in-game advertising, focusing specifically on the impact of medium context. Using an experimental design, the study investigates the relationship that exists between the effectiveness of in-game ad placements and a player’s psychological experiences in reaction to the content of the game. It is argued that the numerous emotions and experiences that occur during game play (e.g. enjoyment, competence, tension) might have an impact on how players process the game environment, including in-game ads. In order to test this, a between-subjects online experiment was conducted in which participants played a casual PC game that contained several in-game advertisements. We manipulated the difficulty of the game, leading to differences in several player experiences between experimental conditions. Results indicate that increasing game difficulty affects the processing and evaluation of the brands featured in in-game ad placements both directly and, more importantly, indirectly through the variation of player experiences.

Effects of Multiplayer Videogame Contexts on Individuals’ Recall of In-Game Advertisements

Research on the effects of in-game advertising has grown steadily during the twenty-first century. However, most studies have investigated only single-player contexts and have not taken into account the elements of multiplayer settings that are common to many gaming environments. Therefore, the current experimental investigation examined the impact of multiplayer contexts on the effectiveness of in-game advertising. Results indicate that playing with a partner versus playing alone enhanced players’ recall of ads, but the mere presence of a partner was not sufficient in explaining the difference: partner disposition had an impact such that playing with a friendly partner generally elicited the greatest response. Further, attitude toward one's partner mediated the effects of playing mode on ad recall. Practical implications regarding multiplayer game settings are discussed.