|
Title:
|
THE EFFECTIVENESS OF ADVERTISING IN ONLINE GAMES |
|
Author(s):
|
Jorge Esparteiro Garcia, José Palha and Ricardo Queirós |
|
ISBN:
|
978-989-8704-53-5 |
|
Editors:
|
Paula Miranda and Pedro Isaías |
|
Year:
|
2023 |
|
Edition:
|
Single |
|
Keywords:
|
Videogames, Efficiency, Ad Types, In-Game Advertising, Advertising Prevalence, Marketing |
|
Type:
|
Full |
|
First Page:
|
101 |
|
Last Page:
|
108 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
The world of video games has more and more users, and today it is considered as an alternative to the existing reality. Online games like Second Life have independent economies with independent businesses and there is a growing interest to create rich experiences with high levels of presence, to create an alternative to reality, where you can work, be with friends, socialize and much more. With this new era that could be true virtual reality, and with advertising agents always trying to innovate the way they convey their advertising messages, it will be necessary to keep up with the medium to also reach new consumers. This integration of advertising in video games is not recent, however, and the practice itself has become increasingly popular in sports games, car racing games and many others that already have the presence of brands and advertising messages. This study intends to work as an introductory study to the theme, proposing some questions regarding the influence of the way advertising is inserted in the game. In this sense, an initial descriptive investigation of acquired data was developed, using a game created on the Unity platform, specifically for this research. The game was developed in 3 different versions, in which each one integrates advertising messages in a distinct way. Subsequently, a questionnaire survey was conducted to assess the respondents' opinion about the game, the effectiveness of advertising and the players' opinion regarding the practice of inserting advertising in video games. The influence and effectiveness of in-game advertising was also analyzed in order and to acquire their opinion regarding the practice used. The descriptive research indicates preliminarily that the way advertising is integrated may influence the effectiveness of in-game advertising. It was also possible to perceive that although the opinion is generally neutral, the respondents that have as a habitual leisure activity the consumption of videogames have a higher retention to in-game advertising when compared with non-gamers. At the end of this study, proposals and recommendations for future research involving this theme are presented. |
|
|
|
|
|
|
