Game advertising: a conceptual framework and exploration of advertising prevalence

Smith, Martin; Sun, Sally; Sutherland, John; Mackie, Bobby

doi:10.1007/bf03395948

Cited by 16 publications

(5 citation statements)

References 29 publications

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“…Researchers (Yoon, 2019;Terlutter and Capella, 2013) defined advergames are digital games which are designed for commercial promotion. Casual games which are usually free games with high accessibility and short durations are also part of advergames (Smith et al, 2014;Cauberghe and De Pelsmacker, 2010). Various studies on advergames mostly aimed to dig into the interaction between games-playing behaviors and players' brand attitude (Ghosh et al, 2022;Lee and Youn, 2008;Nelson et al, 2004), or brand consciousness (Steffen et al, 2013;Nelson and McLeod, 2005), or game and product congruity (Peters and Leshner, 2013), or brand image and brand recall (Ghosh et al, 2022;Waiguny et al, 2013;Waiguny and Terlutter, 2011;Redondo, 2012;Cauberghe and de Pelsmacker, 2010;Van Reijmersdal et al, 2010).…”

Section: Applying Digital Games For Health Promotion and Drug Preventionmentioning

confidence: 99%

Section: Applying Digital Games For Health Promotion and Drug Preventionmentioning

confidence: 99%

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Advergames for children's health education and communication practices

Lee

Lau

2023

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PurposeAppropriate and deliberate use of drug prevention methods is the key to educating children about the dangers of addiction and the way of prevention. With the growing prevalence of digital games among youngsters, health education and communication among children can try adopting advergames on digital television instead of traditional media, which has also been supported by prior research. It is, therefore, this research attempts to apply digital games as a means of health promotion and carry drug prevention messages through digital gameplay. Based on behavioral models, this research investigated the communication design and effectiveness of advergames for children's health promotion.Design/methodology/approachTwo studies were conducted in this research. In Study 1, the research team investigated how public health message was assimilated into advergames, which affect the health behaviors of children, they are (1) Knowledge about Drug, (2) Attitude Toward Drug and (3) Perceived Severity toward Drug-abuse. In Study 2, this research investigated the effects of the advergames on children through a between-group experiment. A pre-test/post-test for the control group and experimental group with 180 primary school children in Hong Kong was conducted.FindingsThe finding showed the potential use of advergames in health communication among children. The result proved that the anti-drug advergame is a more successful intervention among the participating children in the experimental group than the control group. The result triggers further investigations in academic, professional and educational values for advergames design, health education and communication areas.Research limitations/implicationsBecause of the chosen small sampling locally in Hong Kong, the research results may lack generalizability for other countries or practices.Practical implicationsThe study evokes children's awareness of drug prevention, encourages their physical and emotional wellness, and finally advocates a healthy lifestyle for them, through the deployment of health game communication.Originality/valueDespite this research studied the use of advergames, instead of digital games in general, for health promotion and delivering drug prevention messages. The research design distinctively allowed the primary students to participate in the design of the advergames instead of being passive players and/or in the information delivery process. This approach is indeed a pioneer attempt in that limited practice has been found academically. The study expands academic and practical knowledge on health game communication.

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Section: Applying Digital Games For Health Promotion and Drug Preventionmentioning

confidence: 99%

Section: Applying Digital Games For Health Promotion and Drug Preventionmentioning

confidence: 99%

Advergames for children's health education and communication practices

Lee

Lau

2023

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“…Last couple of years, computer games no longer attract a teenagers or a child but also adult players. More diversified demographic of players contributed to increase in interest of placing marketing activities inside the game environment 29 . Games are new means of communication and promotion, especially games based on virtual worlds like Second Life.…”

Section: Forms Of Promotion In Second Life Gamementioning

confidence: 99%

Forms of Promotion in Computer Games. An Example of Second Life

Hofman-Kohlmeyer

2018

Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie

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Advertisers are faced with the choice of means of marketing communications. Messages that have an attractive form and are distributed by the popular source are more noticeable and are better remembered. The prevalence and ubiquity of traditional promotional instruments leads to seeking new forms of promotion. In recent years, the interest in promotion in the new medium of computer games has increased. This article is aimed to present traditional and new promotional tools embedded in a virtual environment on the example of Second Life game. The reflections are based on a review of available Polish and foreign literature. In order to achieve the assumed goal, traditional and new promotional instruments are first characterized. Thereafter an examples of the use of these instruments in computer games are represented. The study is ended with final conclusions.

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“…Therefore, marketers have started reaching the target audience through online game advertising (also known as in-game advertising or IGA) (Sreejesh et al , 2021). IGA is “the integration of nonfictional products and brands within the playing environment of video and computer games through simulated real-life marketing communications mechanisms” (Smith et al , 2014, p. 99). IGA not only allows players to interact with brand logos but also allows them to understand messages embedded within the game (Vashisht, 2016).…”

Section: Introductionmentioning

confidence: 99%

What you see is what you get: assessing in-game advertising effectiveness

Hussain

Islam²,

Rehman³

2022

JRIM

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PurposeThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers’ purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.Design/methodology/approachThis study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).FindingsThe study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.Research limitations/implicationsThe study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.Originality/valueDrawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.

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Game advertising: a conceptual framework and exploration of advertising prevalence

Cited by 16 publications

References 29 publications

Advergames for children's health education and communication practices

Advergames for children's health education and communication practices

Forms of Promotion in Computer Games. An Example of Second Life

What you see is what you get: assessing in-game advertising effectiveness

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