

Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed.

#Gaming banner effect how to
Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Flow experience mediates the effects of the independent variables on brand memory. Also, a fit between RF (promotion and prevention) and construal level (high and low) results in better brand memory. high) construal level yields stronger brand memory. Different samples comprising of post-graduate students and adults are used in the experiments. We measure the effects on consumers' brand memory and also examine the mediating role of flow experience. We address this gap by conducting three experiments in which we manipulate (a) consumers' level of message construal depending upon their interactions with the brands to complete game tasks, and (b) regulatory focus (RF) (individual-level and game-induced). While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer-brand interaction and its effect on consumers' cognitive reactions. The results of this study help corroborate and substantiate previous research, in particular the importance of brand-game congruity for product placement in video games.Īdvergames are computer games through which marketers promote their brands. The result of this study indicate that Demonstrative Placement is a safer option for both brands and developers, since it has a better influence on consumer behaviour than Value Placement, and it is also easier to implement. Based on an experiment with three study groups (n=8 group 1, N=8 group 2, N=16 control group), this study suggests that Demonstrative Placement, a form of product placement which relies only on aesthetic implementations, has a more positive effect on Brand Attitude and Brand Recall than Value Placement, which has gameplay implications. While these previous findings are still applicable, it is relevant to study the effects of product placement in modern videogames. Previous research has been focusing on the study of advergames and their effect on consumer behaviour.

Nowadays, product placement can be found in many different videogames, from small to big productions, from single players adventures to multiplayer games as a service. These findings are consistent with the notion that banner ads have a stronger chance of being effective in advergames than in some other contexts, especially among avid gamers.Īs videogame developers change their business model, trying to find new ways to monetize their games, popular brands are starting to collaborate with gaming companies for new advertising avenues. Moreover, gamers who were high achievers reported a higher level of implicit memory than those who were less effective at playing games, suggesting that these ads can be remembered despite a high level of concentration on the game.

Results suggest that a high proportion of the gamers exposed to the ads did have explicit and implicit memory of the messages shown. The experiment conducted here measures both explicit and implicit memory of a banner ad in an advergame to assess whether and how well the game players exposed to the ad remembered it. Because of the possibility of avoidance it is important to examine whether gamers have implicit memory of banner ads even if they don't explicitly recall them. However, the literature suggests that banner advertisements in games are sometimes ineffective, often being seen as annoying and potentially triggering avoidance behavior. Advertising in online games has grown considerably in recent years and is expected to see continued expansion (Cauberghe and DePelsmacker 2010).
