Recall and recognition of in-game advertising : the role of game control

Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into a promising vehicle for advertisers. As a result, the inclusion of advertising messages in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to maximize the effectiveness of IGA. The aim of the study was to contribute to IGA effectiveness research by analyzing the impact of two factors on the processing of IGA in terms of brand awareness. The primary objective was to investigate the effect of a person’s sense of involvement related to the control and movement mechanisms in a game (i.e. kinesthetic involvement). A within-subjects experiment was conducted in which control over a racing game was varied by manipulating game controller type, resulting in two experimental conditions (symbolic versus mimetic controller). Results show that the variation in game controller has a significant effect on the recall and recognition of the brands integrated into the game, and that this effect can be partially brought back to players’ perceived control over the game: when a game is easier to control, the control mechanisms require less conscious attention, freeing attentional resources that can be subsequently spent on other elements of the game such as IGA. A second factor that was taken into account in the study was brand prominence. The influence of both the size and spatial position of in-game advertisements was examined. Findings demonstrate that there are significant changes in effectiveness between different types of placements. Spatial position seems to be the most important placement characteristic, with central brand placements obtaining the highest recall and recognition scores. The effect of ad size is much smaller, with the effectiveness of the large placements not differing significantly from the effectiveness of their smaller counterparts

Exploring player responses toward in-game advertising : the impact of interactivity

The chapter aims to give an elaborate introduction to in-game advertising. It starts by providing a definition of the practice, an overview of its benefits and drawbacks, and a review of the research that has been conducted on its effectiveness. Additionally, it presents the results of a case study investigating how players respond towards different types of advertisements that are integrated into a digital game, with a specific focus on the interactivity that they allow

Exploring the Effect of In-Game Purchases on Mobile Game Use with Smartphone Trace Data

Microtransactions have become an integral part of the digital game industry. This has spurred researchers to explore the effects of this monetization strategy on players’ game enjoyment and intention to continue using the game. Hitherto, these relationships were exclusively investigated using cross-sectional survey designs. However, self-report measures tend to be only mildly correlated with actual media consumption. Moreover, cross-sectional designs do not allow for a detailed investigation into the temporal dimension of these associations. To address these issues, the current study leverages smartphone trace data to explore the longitudinal effect of in-game purchase behavior on continual mobile game use. In total, approximately 100,000 hours of mobile game activity among 6,340 subjects were analyzed. A Cox regression with time-dependent covariates was performed to examine whether performing in-game purchases affects the risk of players removing the game app from their repertoire. Results show that making an in-game purchase decreases this risk initially, prolonging the survival time of the mobile gaming app. However, this effect significantly changes over time. After the first three weeks, a reversal effect is found where previous in-game purchase behavior negatively affects the further survival of the game. Thus, mobile games without previous monetary investment are more prone to long-term continual game use if they survive the first initial weeks. Methodological and theoretical implications are discussed. As such, the current study adds to those studies that use computational methods within a traditional inferential framework to aid theory-driven inquiries

Predicting parental mediation of personalized advertising and online data collection practices targeting teenagers

This study tested a model for predicting parental mediation of teenagers’ exposure to personalized advertising and the preceding online data collection. Data was collected through a survey of 354 parents of teenagers and analyzed using structural equation modeling. The model showed that parents are more inclined to engage in parental mediation when they have greater levels of concern and self-efficacy. Parental concerns were higher when parents perceived personalized advertising as inappropriate. While privacy literacy predicted more self-efficacy, perceptions of inappropriateness predicted lower self-efficacy. Disliking of personalized advertising only had a direct negative relationship with active parental mediation

A Systematic Review of Social Presence: Definition, Antecedents, and Implications

Social presence, or the feeling of being there with a “real” person, is a crucial component of interactions that take place in virtual reality. This paper reviews the concept, antecedents, and implications of social presence, with a focus on the literature regarding the predictors of social presence. The article begins by exploring the concept of social presence, distinguishing it from two other dimensions of presence—telepresence and self-presence. After establishing the definition of social presence, the article offers a systematic review of 233 separate findings identified from 152 studies that investigate the factors (i.e., immersive qualities, contextual differences, and individual psychological traits) that predict social presence. Finally, the paper discusses the implications of heightened social presence and when it does and does not enhance one's experience in a virtual environment