Publication
Title
Putting brands into play : how game difficulty and player experiences influence the effectiveness of in-game advertising
Author
Abstract
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 players 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.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2013
ISSN
0265-0487
1759-3948 [online]
Volume/pages
32:1(2013), p. 17-44
ISI
000315249100002
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
E-info
Web of Science
Record
Identification
Creation 19.02.2013
Last edited 17.08.2017
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