XR Immersion for teaching and learning with precise alignment guidance in user perspective

User Perspective Learning is an approach that focuses on learning by getting taught from the user's point of view (POV). Activities are generally captured from the user's perspective and compiled into a video that can be viewed on desktop displays, televisions, and mobile devices. Extended Reality (XR) applications and devices have the potential to replace traditional displays in the near future. This technology can provide a very effective way to teach learners with the freedom to view and interact. XR technology is capable of tracking moving practice models and augmenting Computer-Generated Imagery (CGI) in real-time or completely teleport the learners in a digital environment. The advancements in handheld device processing have led to significant improvements in these portable XR technologies over the years. Complex computations can be handled in a fraction of a second by modern multi-core processors. In addition to standalone devices, XR technologies have been adapted to work with mobile devices (i.e., smart phones), making them more accessible. The purpose of this research is to explore the potential of XR for user perspective learning and its impact on immersion. An XR application was developed for the experiment, providing participants with a high degree of freedom to navigate in a virtualized environment (VE). The application allows for both handheld and head-mount viewing, for the users to choose their preference. By tracking the orientation of practice models, participants are guided, and task precision is enhanced. A pilot study was conducted with Games Art and Tech students from the university to evaluate the degree of immersion. To study the immersion levels of XR technology, a statistical analysis was conducted on the collected data

A Cross-Cultural Comparison of Character Presence in Advergames and Its Impact on Brand Outcomes

This study aims to investigate the cross-cultural impact of character presence in advertising games on brand outcomes. The study was quantitative in nature and selected 500 participants through snow-ball sampling technique. The participants were Saudis and Malaysians. A questionnaire was created to collect data from the survey sample. The data collected was then analyzed using the Social Sciences Statistics Package version 23.0 (SPSS). Descriptive statistical analysis using standard deviation, mean, and frequencies were applied. Pearson Correlation was applied to identify the relation among the variables.The study found no significant correlation between brand outcome and character presence in advergaming where a significant correlation was found in culture and character presence in advergames.The study concluded that humanoid characters in advergames should be operated attentively because interesting or engaging game charcaters affect the player’s attitude in a different way depending upon the classification of the brand and its target market’s ethnic traditions and history

Acceptance of Advergames Design: A Critical Analysis from Cross-Cultural Aspect

Culture influences people’s behavior—culture differentiates people of one group from those of another group as a system of patterns. To make an advergame acceptable to a culture it is essential to understand the cultural difference as people build perceptions according to the cultural values. The present study investigates the acceptance of advergames design in cross-cultural aspects. The study analyzed the advergames design from a cross-cultural perspective. It proposed that to be culturally more relevant. The advergame should work to make the visual interference of the game look more localized to impact the consumer. The product placement should also be carefully chosen as it will help the consumer recognize the brand

Youth, diversity & the Creative Industries

The screen industries (comprising television, film, VFX, animation and games) are a national and international success story for the UK but the workforce fails to reflect the rich diversity of the UK population with “the working class, women and people of marginalised genders, people of colour, those with disabilities and those with caring responsibilities” struggling to access and progress in the screen industries2. Two thirds of employers from the sector report that a lack of applications from under-represented groups as a key barrier to improving diversity in their workforce but numerous studies have indicated the prevalence of inequality and discrimination in the industry This research, deliberately focused on underrepresented demographics, that is, those from ethnic minority backgrounds or lower socio-economic groups who are a lower percentage of the workforce than the general population. The study has interviewed 108 young people in tertiary education (aged 16-18) living in South and West Yorkshire

Impact of Advergames on Consumer Behaviour: A Study Based on Flow Theory

This study aimed to investigate the impact of advergames on consumer behavior from the perspective of flow theory. The analysis was quantitative, and 482 participants from a university in Saudi Arabia and the United Kingdom were recruited using a random sampling technique. A survey questionnaire was designed to collect data, which were analyzed using the Statistical Package of Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was performed. A multiple regression test was used to check the relationships between the independent and dependent variables. The study found that factors such as skill activation, challenge, persuasion, interactivity, and flow experience significantly impacted consumer behavior while playing advergames. The study concluded that while designing advergames, these factors of flow theory should be kept in mind to make consumers more susceptible to advertising messages

Comparative Analysis of the Impact of Advergames on Cultural Outcomes in the United Kingdom and Saudi Arabia

Advergames represent a new advertising concept that uses internet technology to implement viral marketing campaigns. This study aimed to conduct a comparative analysis of and impact of advergames on cultural outcomes. This cross-cultural study investigated the impact of advergame on the cultural differences and similarities between the United Kingdom and Saudi Arabia. Participants from both Saudi Arabia and the United Kingdom were invited to complete a questionnaire. The sample consisted of male and female participants from all age groups. According to the findings, most of the Saudi Arabian respondents responded neutrally to considering cultural values within advergames. By contrast, the majority of the United Kingdom participants agreed that they were indifferent to the culture projected by the advergame characters. The findings also confirm the implementation of better strategies for games that consider the different cultural aspects of different countries. Notably, these findings suggest that visual familiarity can influence consumer behavior across cultures. We expect our findings to be used in future research that examines cultural outcomes in advergames

Influence of Advergames on Brand Outcomes and Cross-Cultural Consumer Behaviour

People of different cultures have different ideas, values and morals, and the activities in which they engage reflect their backgrounds. The present study followed a quantitative cross-sectional design. It compared two aspects of advergames player‘s behaviours in the UK and Saudi Arabia: cross-cultural consumer behaviour and brand outcomes. A questionnaire was completed by 482 participants selected by convenience sampling, and Pearson correlation coefficients were calculated. The results show that advergames generate brand exposure and awareness when the user experience is positive, which creates a positive association between the game, player and brand. Brand performance also depends on the gamer‘s attitude, purchases and level of experience, and gamers from different cultures have different perceptions of the advertising messages delivered during an advergame

Advergames and Consumer Behaviour: A Quantitative Comparative Analysis of the United Kingdom and Saudi Arabia

Background/Aim: People from different cultures share different thoughts, values, and morals, and the activities they engage in reflect their backgrounds. Advergames are an innovative way to create relationships with your customers. For instance, advergames can be used as a communication tool between your business and the targeted customer to promote your brand. This study focuses on advergames and consumer behaviour, with the aim of investigating the similarities between Saudi Arabia (SA) and the United Kingdom (UK). Methods: This study used a quantitative approach, with participants chosen from different educational institutions in SA and the UK. A total of 500 participants were shortlisted, and questionnaires were designed and distributed among them to gather data. The questionnaire responses were measured on a seven-point Likert scale. The data were then analysed using the Statistical Package of the Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was run to determine the relationship between various constructs, such as persuasiveness, level of experience, brand familiarity, and advergame design, and consumer behaviour. Results: The study found that the brand familiarity and persuasiveness of advergames influenced consumer behaviour. Furthermore, the design of advergames was found to influence consumer behaviour. The study also predicted that the level of experience with the gameplay would influence consumer behaviour. Conclusion: The study found that consumer behaviour is influenced by persuasiveness, level of experience, brand familiarity, and advergame design in the UK and SA. It is suggested that game developers and marketing experts dive right into the consumer black box to learn more about consumer choices, preferences, and comfort zones

Initial Evaluation of the Pediatric PROMIS® Health Domains in Children and Adolescents With Sickle Cell Disease: Pediatric PROMIS in SCD

The Patient Reported Outcomes Measurement Information System (PROMIS®) has developed pediatric self-report scales measuring several unidimensional health attributes (domains) suitable for use in clinical research, but these measures have not yet been validated in sickle cell disease (SCD)

Responsiveness of PROMIS ® Pediatric Measures to Hospitalizations for Sickle Pain and Subsequent Recovery: Pediatric PROMIS Responsiveness in SCD

The Patient-Reported Outcomes Measurement Information System® (PROMIS®) created pediatric self-report scales measuring a variety of health attributes (domains), but their responsiveness to changes in health status has not yet been determined in children with sickle cell disease (SCD)