4. RESEARCH METHODS
The purpose of this research is to find out whether in-game advertising in first person shooters is a valuable marketing medium. In order to do this, this study tries to find out the efficiency of the different types of in-game advertising available in the current generation first person shooter environment by measuring brand recall after game experience. Secondly in order to find out how intrusive these different types of in-game advertising are gamers will be asked how they felt about the advertisements. The methodology used for exploring the hypotheses through the form of questioners.
The type of data collected is primary and secondary
• Target audience:- Customers of different age group mainly
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Table 4
Most of the participants are able to recall advertisements from the games they play.
Q7. Intrusive advertisements
Table 5
Gamers do not find in-game advertisements annoying when well placed.
Q8. Recall of advertisements from games. Product placement/Interactive advertisements
Table 6
Interactive advertisements are the most easy to remember in a game.
Q9. Real world brand and products can provide a more immersive experience.
Table 7
Use of actual brands and products provide better immersion in the games, because of real life like scenario.
5.2 CONCLUSIONS
There is an overall positive attitude towards in-game advertising. Participants of this study did not find the in-game advertising misleading or interrupting the game experience. In fact, they find that in-game advertisements can improve the realism of the game. A positive attitude can increase brand recall and positive associations. None of the advertising forms implemented in this study were found intrusive. In other forms of advertising, such as television commercials, the advertisements often damage the customer experience. The most intriguing and surprising result of this work is that we have found a possibly unique situation where advertising actually has been found to enhance and improve the customer experience.
Five different forms of in-game advertising were tested in this study. Unexpectedly, the prominent product placement was least effective, while the
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I am writing to you because I recently learned some new information about In-Game Advertising, better known as IGA, and would like to share it with you. I would also like to address my contributions to this presentation.
An, S., Jin, H. S., & Park, E. H. (2014). Children’s Advertising Literacy for Advergames: Perception of the Game as Advertising. Journal of Advertising, 43(1), 63-72. doi: 10.108/00913367.2013.795123
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