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

L. Grace; DP Janssen; J.R. Coyle

doi:10.1145/2663806.2663856

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

L. Grace, DP Janssen, J.R. Coyle

Academy for AI, Games & Media

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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 language	English
Title of host publication	Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology
Editors	Y. Chisik
Place of Publication	New York
Publisher	ACM
ISBN (Electronic)	9781450329453, 9781450331852, 9781450333047, 9781450334013
ISBN (Print)	9781450329453
DOIs	https://doi.org/10.1145/2663806.2663856
Publication status	Published - 2014
Event	Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology - Funchal, Portugal Duration: 11 Nov 2014 → 14 Nov 2014

Publication series

Name	ACM International Conference Proceeding Series
Volume	2014-November

Conference

Conference	Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology
Country/Territory	Portugal
City	Funchal
Period	11/11/14 → 14/11/14

Keywords

Advertising
Car racing
Game design
IGA

Access to Document

10.1145/2663806.2663856

BIOMETRIC DESIGN FOR CASUAL GAMES
Calvi, L. (PI), van Gisbergen, M. (CoI), Janssen, D. (CoI), Gualeni, S. (CoI), Khan, J. (CoI) & Davies, O. (CoI)
RAAK SIA
1/01/10 → 31/12/13
Project: Other

Cite this

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title = "Did you see that? In-game advertising retention in players and onlookers",

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.",

keywords = "Advertising, Car racing, Game design, IGA",

author = "L. Grace and DP Janssen and J.R. Coyle",

year = "2014",

doi = "10.1145/2663806.2663856",

language = "English",

isbn = "9781450329453",

series = "ACM International Conference Proceeding Series",

publisher = "ACM",

editor = "Y. Chisik",

booktitle = "Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology",

note = "Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology ; Conference date: 11-11-2014 Through 14-11-2014",

}

Grace, L, Janssen, DP & Coyle, JR 2014, Did you see that? In-game advertising retention in players and onlookers. in Y Chisik (ed.), Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology. ACM International Conference Proceeding Series, vol. 2014-November, ACM, New York, Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology, Funchal, Portugal, 11/11/14. https://doi.org/10.1145/2663806.2663856

Did you see that? In-game advertising retention in players and onlookers. / Grace, L.; Janssen, DP; Coyle, J.R.
Proceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology. ed. / Y. Chisik. New York: ACM, 2014. (ACM International Conference Proceeding Series; Vol. 2014-November).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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AU - Janssen, DP

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N2 - 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.

AB - 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.

KW - Advertising

KW - Car racing

KW - Game design

KW - IGA

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DO - 10.1145/2663806.2663856

M3 - Conference contribution

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

Abstract

Publication series

Conference

Keywords

Access to Document

Fingerprint

Projects

BIOMETRIC DESIGN FOR CASUAL GAMES

Cite this