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The purpose of this research was to examine the effect of sport video game difficulty and brand congruity on gamers’ brand recall, brand recognition, and attitudes toward the brand using a controlled experimental design. A total of 116 participants were recruited to play an interactive sport video game and randomly assigned to one of two game difficulty conditions (easy vs. hard). They were then asked to respond to questions concerning the brands featured in the in-game advertisements. The procedure entailed a pretest survey, main experiment, and posttest survey. Data analysis was conducted through use of McNemar’s test, repeated measures analysis of covariance, and binary logistic regression. Findings revealed significant effects for game difficulty and brand congruity on brand recognition (but not brand recall) and attitudes toward the brand. This study contributes to the growing body of literature that suggests video game settings and brand placement are key considerations for achieving desired advertising results.

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Although sport can serve as a valuable mechanism for social change, this does not imply it can single-handedly solve large-scale problems; rather, sport should be utilized with passionate leadership, efficient and innovative program design, and ancillary cultural enrichment activities to achieve optimal results. This research was motivated by developments in some marginalized and at-risk communities where several sport-for-development programs have started to incorporate music to enhance the appeal and impact of sport interventions. The purpose of this study was to evaluate the use of hip-hop and sport by one sport-for-development program to educate and improve the lives of inner-city youth in Harlem. Data were collected by interviewing key stakeholders of the program, including participants, workshop leaders, staff, and upper-level executives along with onsite observations. Results of our investigation highlighted the cultural influence of music and sport within a local demographic and a sport-for-development initiative aimed to appeal to both local at-risk youth and key community stakeholders.

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