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The effectiveness of in-game advertising

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Tufan Demir

on 8 October 2014

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Transcript of The effectiveness of in-game advertising

Peter Ekholm
Tufan Demir
Vlad Bulciu
The effectiveness of in-game advertising
Thesis introduction
Research framework
Theoretical framework
Conclusions
Overview
Problem definition
The purpose > To find out whether in-game advertisements have an effect towards consumer behavior

Thesis introduction
Research framework
Theoretical framework
RQ1: To what extent do the elements of immersion within a game affect the consumer’s perception of the in-game advertisement?
Theoretical framework (cont)
RQ2: Are in-game advertisements directed towards affecting the game or towards the player?
RQ3: To what extent does the game genre affect in-game advertising?
Theoretical framework (cont)
RQ4: Does in-game advertising influence the usage and purchase of games?
RQ5: How effective is in-game advertising when it comes to recalling?
Conclusions RQ 1
Conclusions RQ 2 and 3
Most subjects reacted more positively to in-game product placement advertisements
Most subjects reacted negatively to in-game passive media advertisements
All respondents thought that in-game advertising should relate with the game with one exception
In-game advertisements can be a crucial part of the quality of games
Conclusions RQ 4 and 5
Thank you for your attention
To what extent do the elements of immersion within a game affect the consumer’s perception of the in-game advertisement?
Does in-game advertising influence the usage and purchase of games?
The game genre is important when it comes to recalling
How effective is in-game advertising when it comes to recalling?
Respondents feel that in-game advertisements are more appropriate depending on the genre level of immersion
Are in-game advertisements directed towards affecting the game or towards the player?
To what extent does the game genre affect in-game advertising?
Full transcript