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

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

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-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 languageEnglish
Title of host publicationProceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology
EditorsY. Chisik
Place of PublicationNew York
PublisherACM
ISBN (Print)9781450329453
DOIs
Publication statusPublished - 2014
EventProceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology - Funchal, Portugal
Duration: 11 Nov 201414 Nov 2014

Publication series

NameACM International Conference Proceeding Series
Volume2014-November

Conference

ConferenceProceedings of ACE '14, the 11th Conference on Advances in Computer Entertainment Technology
CountryPortugal
CityFunchal
Period11/11/1414/11/14

Keywords

  • Advertising
  • Car racing
  • Game design
  • IGA

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  • Projects

    BIOMETRIC DESIGN FOR CASUAL GAMES

    Calvi, L., van Gisbergen, M., Janssen, D., Gualeni, S., Khan, J. & Davies, O.

    RAAK SIA

    1/01/1031/12/13

    Project: Other

  • Cite this

    Grace, L., Janssen, DP., & Coyle, J. R. (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. https://doi.org/10.1145/2663806.2663856