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Games as a Marketing Channel – The Impact of Players and Spectators
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0002-2427-3148
2015 (English)In: International Journal of Electronic Business Management, ISSN 1728-2047, E-ISSN 2077-1061, Vol. 13, 57-65 p.Article in journal (Refereed) Published
Abstract [en]

The current study examines how advertising in video games are received by players and spectators. To test how the design of the advertisement affects the player/spectator, respondents were exposed to different types of advertising. The results showed no significant differences between players and spectators, however, the brands with high relevance to the game resulted in a higher ad recognition. It was also found that passive advertising has the greatest effect on the spectator and the active advertising yielded higher ad recognition of the player.

The results of the study give researchers and marketers insight into important consequences, as well as comparative data for future research to explore consumer perceptions of brands in a virtual environment. The study also presents the potential of video games as a marketing and communication tool.

Place, publisher, year, edition, pages
Taipei: Electronic Business Management Society , 2015. Vol. 13, 57-65 p.
Keyword [en]
In-Game Advertising, Advertising Relevance, Advertising Effectiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-30678OAI: oai:DiVA.org:hh-30678DiVA: diva2:916616
Available from: 2016-04-04 Created: 2016-04-04 Last updated: 2016-05-20Bibliographically approved

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Solberg Søilen, Klaus
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Citation style
  • apa
  • harvard1
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  • vancouver
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More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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