Player performance and in game advertising retention

Lindsay D. Grace, James Coyle

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

9 Scopus citations

Abstract

In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and advertising retention. The study produces a highly detailed view of the relationship of brand retention, player ability, and engagement.

Original languageEnglish (US)
Title of host publicationProceedings of the 8th International Conference on Advances in Computer Entertainment Technology, ACE 2011
DOIs
StatePublished - 2011
Event8th International Conference on Advances in Computer Entertainment Technology, ACE 2011 - Lisbon, Portugal
Duration: Nov 8 2011Nov 11 2011

Publication series

NameACM International Conference Proceeding Series

Conference

Conference8th International Conference on Advances in Computer Entertainment Technology, ACE 2011
Country/TerritoryPortugal
CityLisbon
Period11/8/1111/11/11

Keywords

  • Advergames
  • Game design
  • IGA
  • In game advertising
  • Marketing
  • Player performance
  • Retention

ASJC Scopus subject areas

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

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