Did you see that? In-game advertising retention in players and onlookers

Lindsay Grace, Dirk R. Janssen, James R. Coyle

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The effects of embedding advertising in digital games has been explored in only a few controlled studies. This research provides results of an efficacy analysis of in-game advertising within the controlled environment of a racing car game, an environment in which advertising blends in naturally. The experiment was designed to understand the effectiveness of in-game advertising for both players and onlookers. Examining players in both Europe and the United States, this study measured how in-game advertising works on those who participate in electronic entertainment and those who watch it. The results indicate that such advertising is more effective for onlookers than for players. Implications for designers and researchers is discussed.

Original languageEnglish (US)
Title of host publicationACE 2014 - 11th Advances in Computer Entertainment Technology Conference, Proceedings
EditorsSeng W. Loke, Arkady Zaslavsky, Lars Kulik, Evaggelia Pitoura
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450329453, 9781450331852, 9781450333047, 9781450334013
DOIs
StatePublished - Nov 11 2014
Externally publishedYes
Event11th Advances in Computer Entertainment Technology Conference, ACE 2014 - Funchal, Madeira, Portugal
Duration: Nov 11 2014Nov 14 2014

Publication series

NameACM International Conference Proceeding Series
Volume2014-November

Conference

Conference11th Advances in Computer Entertainment Technology Conference, ACE 2014
Country/TerritoryPortugal
CityFunchal, Madeira
Period11/11/1411/14/14

Keywords

  • Advertising
  • Car racing
  • Game design
  • IGA

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications

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