The serious games ecosystem: Interdisciplinary and intercontextual praxis

This chapter will situate academia in relation to serious games commercial production and contextual adoption, and vice-versa. As a researcher it is critical to recognize that academic research of serious games does not occur in a vaccum. Direct partnerships between universities and commercial organizations are increasingly common, as well as between research institutes and the contexts that their serious games are deployed in. Commercial production of serious games and their increased adoption in non-commercial contexts will influence academic research through emerging impact pathways and funding opportunities. Adding further complexity is the emergence of commercial organizations that undertake their own research, and research institutes that have inhouse commercial arms. To conclude, we explore how these issues affect the individual researcher, and offer considerations for future academic and industry serious games projects

Who gains, who loses? Recall and recognition of brand placements in 2D, 3D and 4D movies

Brand placements in movies are common throughout the world. During the last 5 years, 3D movie technology has experienced a boost in cinemas and home entertainment. Furthermore advanced cinemas also offer “4”D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited cognitive capacity model of information processing and the levels-of-processing effect theory, we investigate how the delivery modes of classic 2D compared to 3D or 4D (3D+scent) influence recall and recognition of brands placed in a prominent or in a subtle way. Results suggest that subtle brand placements are negatively affected by the enhancement of 3D or 4D as compared to 2D movies, whereas a prominent brand placement in the movie benefits from 3D technology. Some implications and directions for further research are addressed

What are the effects of a combination of advertising and brand placement?

The effectiveness of traditional advertising is increasingly debated (Lemonnier, 2008; Redondo and Holbrook, 2008). Traditional advertising is increasingly avoided (Bronner and Neijens, 2006; Franz, 2000). Therefore, advertisers try to find new ways to reach their target groups