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Dynamic In-game Advertising: Not loved but Certainly Tolerated
Halmstad University, School of Business, Engineering and Science.
2017 (English)Student paper other, 5 credits / 7,5 HE creditsStudent thesis
Abstract [en]

Advertising in games is becoming more and more common, as such ways of improving in-game ads are being thought up. One such way is through dynamic in-game advertising which unlike its static counterpart can change to suit different contexts and demographics. This paper builds on a previous survey on dynamic in-game advertising and uses its results to flesh out a deeper analysis to further explain its findings. The aim of this study was to determine if and how important it is that in-game ads are changeable, and the survey focuses on the views and attitude of the consumers. The survey had been distributed online and 209 responses had been gathered. The findings indicate that while players are not necessarily fond of dynamic in-game advertising and do not prefer it over static in-game advertising they do certainly tolerate it and its presence does not seem to have any real negative impact of players’ attitude toward the game. The conclusion drawn was that it can be important that in-game ads are changeable and that if done with care dynamic advertising can be used without risking much in the way of consumer backlash.

Place, publisher, year, edition, pages
2017. , 14 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-33070OAI: oai:DiVA.org:hh-33070DiVA: diva2:1065215
Subject / course
Vetenskaplig metod
Available from: 2017-01-15 Created: 2017-01-13 Last updated: 2017-01-15Bibliographically approved

Open Access in DiVA

fulltext(370 kB)164 downloads
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File name FULLTEXT01.pdfFile size 370 kBChecksum SHA-512
3d34f20b33274900fd0d6512bcf3afd465af578846ffef114d4db9b523ef2272cc6e7352152e15ce47b993c50ebf13650b02fdc7b6a91d2c4c9082bc2cc21433
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf