Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames (original) (raw)
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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.
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The rapidly changing nature of technology, the rise of digital games, and the constant evolution in the field of advertising have emphasized the significance of advergames (the fusion of gaming and advertising). This study aims to examine the potential effects of advergames on consumer behavior. The research was conducted through a documentary review method. Existing literature sources were meticulously reviewed to analyze the role of advergames in the advertising industry and their potential effects on consumer interest and purchase behavior. As a result of this review, strong evidence was obtained indicating the significance of advergames on consumer behavior. Advergames, by combining elements of entertainment, advertising, and gaming, generate positive emotions among consumers and stimulate increased interest in products and services. Additionally, the use of advergames was observed to potentially increase consumers' conscious or subconscious desire to purchase products or services. This research highlights the need to consider advergames as a potential factor in advertising strategies and their potential to significantly influence consumer purchase behavior. The role of advergames in the advertising industry is growing, and it is suggested that they may find a more prominent place in future marketing strategies. This study aims to contribute to the understanding of the impact of advergames on consumers and may pave the way for further research in this field.
Computers in Human Behavior, 2014
Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (''being there'' in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of advertising by itself. This study compared the effectiveness of advergames played on a PC to normal 30-s TV commercials, and also to interactive commercials enhanced with advergames. The results show no differences in telepresence, and therefore no differences in persuasive effect, measured by brand attitude, across these three ad types. Implications for advertisers and for future research are discussed.
A GENERAL OVERVIEW OF THE IMPACT OF ADVERGAMES ON CONSUMER PURCHASE BEHAVIOR: A LITERATURE REVIEW
The rapidly changing nature of technology, the rise of digital games, and the constant evolution in the field of advertising have emphasized the significance of advergames (the fusion of gaming and advertising). This study aims to examine the potential effects of advergames on consumer behavior. The research was conducted through a documentary review method. Existing literature sources were meticulously reviewed to analyze the role of advergames in the advertising industry and their potential effects on consumer interest and purchase behavior. As a result of this review, strong evidence was obtained indicating the significance of advergames on consumer behavior. Advergames, by combining elements of entertainment, advertising, and gaming, generate positive emotions among consumers and stimulate increased interest in products and services. Additionally, the use of advergames was observed to potentially increase consumers' conscious or subconscious desire to purchase products or services. This research highlights the need to consider advergames as a potential factor in advertising strategies and their potential to significantly influence consumer purchase behavior. The role of advergames in the advertising industry is growing, and it is suggested that they may find a more prominent place in future marketing strategies. This study aims to contribute to the understanding of the impact of advergames on consumers and may pave the way for further research in this field.
Journal of Interactive Advertising 5 (1), 2004
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Responses to an advergaming campaign on a mobile social networking site: An initial research report
Computers in Human Behavior, 2012
Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gamble's Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.
Advertising in Digital Games: A Review from the Perspective of Children and Parents
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The problem of this study, which is based on understanding the interactions of children with the brands in digital games, is to understand children's recognition of the brands in digital games with the variables of the type of advertisement, in-game factors and screen time. In this qualitative study, a two-session focus group interview was conducted with the children and their mothers separately. Children are important for this study due to their age, because on the one hand, they go through the consumer socialization process, and on the other hand, since they do not have the ability to separate media content from commercial content, they are exposed to ads. As a result of the study, it is observed that parents were in conflict with their children regarding screen time management and they interfere with their children's screen time. However, a significant part of the parents is not aware of the ads in digital games and do not consider in-game advertising as a risk factor for their children. Additionally, it is seen that the high prevalence of unhealthy food advertisements in digital games causes children to make unreasonable demands and this is considered as a serious issue in a process they learn to be a consumer.