In-Game Advertising

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Effectiveness of In-Game Advertising: The Influence of Cultural Background of Master Students on Brand Interest and Purchase Intention The Case of PRO EVOLUTION 2009 Course Tutor: Kathy Durkin Prepared by Nilay Akhan Reference no: 4339939 Introduction In-game advertising refers to the placement of brands in games (Yang et al. 2006). This trend had started in the late 1980s with the brand placement of Marlboro on billboards in the racing games of Sega Games (Chambers 2006, cited Chang et al. 2010), and since then the development of the internet and game development technology has been accelerated. The expansion of video game industry has attracted advertisers’ attention to a new potential promising market where they can…show more content…
The findings showed that cultural differences have a significant effect on attitudes towards product placement. Moreover, according to another study (Küster et al. 2010) the public is generally hostile towards product placements in the United Kingdom, and a requirement exists to inform the audience every 20 minutes that a product has been placed in the entertainment product. The phenomenon of positioning products in the ‘entertainment media’ for marketing purposes began in the very early days of the movies with the incorporation of branded products in silent films, progressed into the medium of television in the 1950s, and then in the 1990s moved into the online game environment (Villafranco and Zeltzer 2006 cited Winkler and Kathy, 2006). This type of product placement has been implemented to some online and video game environments where products are used by game characters or featured in the background of the game scene (Winkler and Kathy, 2006). In a sports video game, for example, Beirne (2008 cited Küster et al. 2010) referred to statistical evidence from a survey which covers consumer attitudes towards a Burger King product advertised in the game. According to the findings of the survey, it is indicated that the placement increased brand awareness; however, was not a trigger for a purchasing action by the consumer. Winkler and Buckner (2006 cited Küster et al. 2010, p14) also found that “branded entertainment games increased brand awareness and
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