Identification and Categorization of Digital Game Experiences: A Qualitative Study Integrating Theoretical Insights and Player Perspectives

Putting brands into play

“…This is surprising, as gaming is an active experience where a person is drawn in to a virtual world, and potentially confronted with numerous emotions and experiences. Players have to concentrate to be able to successfully conclude certain tasks, and face feelings of control, frustration, relief, euphoria, flow, etc., in the process (Sherry 2004;Ermi & Mäyrä 2005;Klimmt et al 2007;Poels et al 2009). …”

“…Playing digital games has the potential to evoke a wide array of specific emotional experiences, like challenge, tension, competence, boredom, flow and immersion (Poels et al 2009;Jennett et al 2008;Gilleade & Dix 2004). In the following sections, we will describe these experiences in greater detail, and elaborate on the consequences they might have on a cognitive (e.g.…”

“…Moreover, every game puts players to a certain challenge, which in combination with the skills of the player will determine whether the player is able to reach this goal (Poels et al 2009). When players fulfil a goal or master a specific skill, they will perceive a certain amount of competence: they will feel successful and skilful, which often evokes positive emotions like pride and euphoria (Klimmt et al 2007;Poels et al 2009;Trepte & Reinecke 2011). On the other hand, however, failing to reach these goals often leads to feelings of tension, like frustration, irritation, and even anger (Gilleade & Dix 2004;Klimmt et al 2007;Poels et al 2009).…”

“…As noted above, if the challenges imposed by a digital game outpace the skills the gamer possesses, feelings of tension (e.g. frustration) will most likely be experienced (Gilleade & Dix 2004;Sherry 2004;Klimmt et al 2007;Poels et al 2009). On the other hand, if a gamer's skills are too developed in comparison with the challenges imposed by a digital game, the experience of boredom will presumably occur (Sherry 2004;Poels et al 2009).…”

“…pleasure, arousal) and more specific (e.g. frustration, competence) emotional experiences (Ermi & Mäyrä 2005;Poels et al 2009). Prior advertising research studying traditional media has already showed that both the general (e.g.…”