In-game Advertising Research Articles

Effectiveness of In-game Advertisement: An Examination of Repetition Effect, Brand Familiarity and the Relationship Between Gaming Skills and Advertising Execution

ABSTRACTThe aim of this study is to examine whether repeated exposure to brands in sport video games affects brand awareness, attitudes, and purchase intention. In addition, it will also examine the effect of brand familiarity and the relationship of gaming skills and different types of in-game advertising on brand awareness. For the purpose of this study, an experimental research design was employed by varying the number of exposures to advertisement messages in sport video games. The findings show that repetitive game play has a significant and positive effect on brand recall and recognition rate, attitudes toward the brand, and intention to purchase the brands. Similar to other studies, it found that brand familiarity has a positive effect on brand awareness. In addition, the findings suggest that the cognitive effects of the in-game advertising type depend on gaming skills. This suggests that in-game advertisements may be more effective than previously thought.

In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

Winning Versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness

Prior literary works on product placement in games predominantly focus on a host of game and brand characteristics to eventually explore their effects on consumers' psychological responses and behavior. One primary facet of in-game advertising (IGA) that has largely been ignored is game outcome in terms of winning and losing and its effect on consumers' nature of information processing. This article explores the effect of IGA outcome and performance feedback shown to players on their motivation expressed in terms of induced regulatory focus. Further, the effects of regulatory focus are examined on players' implicit and explicit memory, game and brand attitude, and emotions. A conceptual framework highlighting afore-mentioned relationships is developed and empirically tested which reveals that IGA outcome and performance feedback in the form of game messages plays a major role in explaining players' motivation which in turn also affects their memory and attitude. Managerial implications, limitations, and scope for future research are also discussed.

When and why is perceived congruity important for in-game advertising in fantasy games?

The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent IGA − Incongruent IGA) × 2 (Interactive IGA – Non-interactive IGA) between-subjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players’ attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.

New business models for advertisers: The video games sector in Spain. Advergaming Vs Ingame Advertising

The article aims the advertising efficiency video games have in Spain, which is of the<br />utmost importance considering results from latest studies on effectiveness. Video games<br />have become one of the most valuable platforms used by advertisers when looking for<br />new ways to reinforce brand awareness. This study seeks to explain the reasons why<br />brands are using the advergaming and ingame advertising in order to have their advertising<br />messages being effectively reached by the target audience. The topic proposed<br />in this paper deploys a qualitative research methodology focused on a bibliographic<br />review, in-depth interviews and the analysis of several case studies. Results obtained by<br />this research may help companies to develop effective marketing and communication<br />strategies.

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.

Gamecloud - A Platform for Connecting Video Games

The growing video game markets, especially the mobile market, have caused problems in terms of new game products being found by players. Cross-promotion and in-game advertising have been used to promote video games inside each other. However, the digital nature of video games as an interactive medium enables deeper collaboration between video games, and could be used in a more profound manner. We interviewed Finnish video game companies to understand if they were interested in creating deeper collaboration between their game products, and how such collaboration could take place. Based on the results, we built a platform called Gamecloud for connecting games together. We present the platform architecture and demonstrate it in use, with examples of connecting games with other games and connecting games with the real world, alongside an example of physical exercising.

The Cultivation Effects of In-Game Advertising(IGA) in Social Comparison, Materialism, and Subjective Wellbeing among Game Players

The Cultivation Effects of In-Game Advertising(IGA) in Social Comparison, Materialism, and Subjective Wellbeing among Game Players

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

This study examined the effects of ad prominence and persuasion knowledge PK priming on game users' responses to in-game ads, the advertised brands, and the game. The experimental results suggested that game players showed more negative attitudes toward the brand and the game in response to high prominence ads. In addition, there was a significant interaction between ad prominence and PK priming on recall and attitudes. High prominence ads resulted in better product recall, only when PK was not primed. In contrast, high prominence ads resulted in more negative attitudes toward the game and game players' lower intention to play the game in the future, only when PK was primed. These results suggest that high prominence ads might be preferred when PK is not primed, whereas low prominence ads might be preferred when PK is primed. This study contributes to research on the effects of in-game ads in mobile games and provides practical implications for advertisers and game developers.

Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public Versus Private Gaming Contexts

With the popularity of video games and the resulting gamification of everyday activities comes an increase in in-game advertising (IGA). As a result, video game players' engagement and motivation to level-up or master a video game are becoming increasingly important for marketers hoping to increase exposure to their brands. Across two experimental studies, we provide evidence that games played publically (versus privately) are more motivating to players, and also demonstrate the important influence of feedback via building a character or completing a status bar. In study 1, we find that, for public gaming contexts, players experience more enjoyment, effort, and flow when progress is shown via building a character. Furthermore, in study 2 we extend study 1's findings and discover a moderated mediation model for brand attitudes. Specifically, the relationship between public gaming context and brand attitude is mediated by enjoyment and flow. Further, the mediation of enjoyment and flow is moderated by feedback type, where progress affects brand attitude when a character is used for game feedback, but not for status bar feedback. We examine our research questions within the context of intrinsic motivation, specifically self-determination theory.

The Effects of Advertisement in Mobile SNS Game On Brand Loyalty : With The Moderate Effect of In-Game Advertisement Attitudes and The Mediate Effect of Game-Brand Fit

The Effects of Advertisement in Mobile SNS Game On Brand Loyalty : With The Moderate Effect of In-Game Advertisement Attitudes and The Mediate Effect of Game-Brand Fit

Investigating the Effects of Active Control on Brand Recall Within In-Game Advertising

Through the use of an experiment, this research investigates the value of active user control of brand exposure in a racing-style video game, and the moderating effect of brand familiarity. It is found that, for familiar brands only, giving the game player active control to select a branded race car or racetrack results in better recall of the brand compared to low control (passive exposure on a billboard). The effect of active control via brand choice was found for both visual and verbal brand exposures, indicating that the effects are independent of visual placement proximity within the game. The findings are discussed with respect to the limited-capacity model of attention and processing fluency theory, and a conceptual diagram of the relationship between active control, attention, processing fluency, and brand recall is presented.

The Effect of In-Game Advertising in SNS on Brand Equity

In recent years the boom of SNS has bestowed in-game advertising in SNS with great attention from media and the public. This paper explores how IGA in SNS affects brand equity, and how brand familiarity moderates the relationship between IGA in SNS and brand equity. The results indicate that: 1) IGA in SNS has positive effects on brand awareness, brand association and perceived quality. However, such effect on brand loyalty is not significant. 2) Brand familiarity negatively moderates the effect of IGA in SNS on brand awareness, perceived quality and brand association while the effect on brand loyalty is not significant.

The moderating effect of computer users’ autotelic need for touch on brand trust, perceived brand excitement, and brand placement awareness in haptic games and in-game advertising (IGA)

Haptic applications for in-game advertising (IGA) remain underexplored in human–computer-interaction (HCI) research despite the exponential growth of haptic technologies. This research examined the interaction of tactile stimuli in a haptics-based computer game and users’ autotelic need for touch (NFT) in IGA. Results from a between-subjects experiment (haptic gaming device with force feedback versus haptic gaming device without force feedback) and regression/spotlight analyses indicate the moderating role of autotelic NFT in determining the effects of IGA embedded in a haptic computer game on users’ brand trust, perceived brand excitement, and brand placement awareness.

The impact of social setting on the recall and recognition of in-game advertising

The current paper contributes to the study of in-game advertising (IGA) effectiveness by investigating the 24 impact of social setting on brand awareness (i.e. brand recall and recognition) in a digital game context. 25 An experiment (N = 121) was conducted in which participants played a digital game containing IGA in 26 various social conditions. Results show that a person’s social environment has a significant influence 27 on brand awareness and that this effect can be primarily attributed to two factors: social presence (i.e. 28 the awareness of and interaction with another person) and player interactivity (i.e. the ability to actively 29 control a digital game). Playing in a social setting seems to have a negative influence on the recall and 30 recognition of IGA, with other people serving as a distracting factor. Watching while others play a digital 31 game, however, has a positive impact on brand awareness.

THE EFFECTS OF IN-GAME ADVERTISING ON PLAYERS� MEMORY

ABSTRACT The study described in this paper examined the effects of in-game advertising in online computer games on players' explicit memory of the brands. An experiment was designed with gamers randomly assigned to one of two conditions: (1) gamers playing the online computer game with sponsor brands already embedded in the game or (2) gamers selecting the sponsor brands and then playing the same game. No studies seem to exist that measured the effects of in-game advertising when the game players selected sponsor brands before playing the game. Explicit memory was measured using recall and recognition tests. Results showed that when sponsor brands are selected before playing the game, game players’ explicit memory improves significantly. Keywords In-game advertising; Online computer games; Explicit memory; Sponsors.

Game advertising: a conceptual framework and exploration of advertising prevalence

Although academic business-based research into the area of Video and Computer Games (games) has increased in recent years, it will be shown that these have had a propensity to concentrate upon either Advergames or In-Game Advertising. However, this does not present the full picture of the association of games with advertising, and as such, a conceptual framework is offered, which is more inclusive of other aspects of marketing concepts used. Furthermore, our results into game advertising prevalence within the top 200 games within each year from 2005 through 2009 show that nearly 38% of these had advertising and marketing associations and that over 30% were through Around-Game Advertising associations.

Recall and recognition of in-game advertising: the role of game control

Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into a promising vehicle for advertisers. As a result, the inclusion of advertising messages in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to maximize the effectiveness of IGA. The aim of the study was to contribute to IGA effectiveness research by analyzing the impact of two factors on the processing of IGA in terms of brand awareness. The primary objective was to investigate the effect of a person’s sense of involvement related to the control and movement mechanisms in a game (i.e., kinesthetic involvement). A within-subjects experiment was conducted in which control over a racing game was varied by manipulating game controller type, resulting in two experimental conditions (symbolic versus mimetic controller). Results show that the variation in game controller has a significant effect on the recall and recognition of the brands integrated into the game, and that this effect can be partially brought back to players’ perceived control over the game: when a game is easier to control, the control mechanisms require less conscious attention, freeing attentional resources that can be subsequently spent on other elements of the game such as IGA. A second factor that was taken into account in the study was brand prominence. The influence of both the size and spatial position of in-game advertisements was examined. Findings demonstrate that there are significant changes in effectiveness between different types of placements. Spatial position seems to be the most important placement characteristic, with central brand placements obtaining the highest recall and recognition scores. The effect of ad size is much smaller, with the effectiveness of the large placements not differing significantly from the effectiveness of their smaller counterparts.

Demographic differences in recall and recognition rates of in-game advertisements

In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study, 58 participants were selected. Participants were instructed to play a racing game on a computer tablet. This was followed by a test of the respondents’ rate of recall and recognition of the in-game advertisements. Results showed that there is no difference in the recall and recognition rates between the genders. However, respondents from the younger demographic group are more likely to have higher rates of recall and recognition as compared with respondents from the older demographic group. This suggests that, in targeting older consumers using in-game advertisements, marketers need to develop different strategies to increase the recall and recognition rates.

What Factors Affect Consumer Acceptance Of In-Game Advertisements?

In-game advertising (IGA) may offer an attractive opportunity for advertisers to reach an elusive consumer segment if messaging is managed effectively. In this study, the authors applied media uses and gratification theory to investigate factors related to gamers' acceptance of advertisements in online games across various platforms. They also investigated the influence of the acceptance of IGA on gamers' word-of-mouth behavior and attitudes toward brands and products featured in online IGA. Using structural equation modeling as a basis for its hypotheses, the study reveals that informativeness, entertainment, self-brand congruity, privacy concerns, and invasiveness are associated with online gamer attitudes toward IGA. In turn, attitudes toward IGA are related to word-of-mouth intentions. INSET: Management Slant. [ABSTRACT FROM AUTHOR]