Effectiveness of In-Game Advertisements: Sport Video Gamer Perspective

Project Number
RP 3/14 LHK

Project Duration
November 2014 - October 2015


In recent years, there has been growing interest from advertisers in product placements in video games. In particular, this has been driven by the belief that the use of in-game advertisements is effective in reaching the teenage market as sports video games are gaining in popularity in this market segment. Past literature on the effectiveness of in-game advertisements has established that there are several factors affecting the recall and recognition rates of in-game advertisements. These included the prominence of the brand within the game, the role of the brand in the game and the congruence of the brand with the game. While it is expected that gamer characteristics have an effect on the recall and recognition rates, studies in this area are less extensive.The literature suggests a relationship between the level of proficiency and involvement in the game, with the rate of recall and recognition of in-game advertisements. Findings, however, have not been conclusive. The aim of this study is to examine the relationship between gamers’ proficiency and involvement with the rate of recall and recognition of in-game advertisements. The results of the study will lead to greater understanding of gamer characteristics and effectiveness of in-game advertisements. From a practical perspective, it will also help advertisers make better decisions by targeting games who have gamers that are more likely to be positively affected by their in-game advertising campaigns.

Funding Source

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