Dr. Jarosław Duda
Department of Decision Support Methods and Cognitive Neuroscience,
Institute of Management, University of Szczecin, Szczecin, Poland
Email: [email protected]
ORCID: 0000-0001-9971-3075
DOI: 10.23918/ICABEP2022p5
Abstract
Games for mobile devices are more and more often a medium for various types of advertising. There are currently two main approaches to presenting advertising in games. In the first approach, the game is only a medium for advertising and has nothing to do with the content of the advertisement. The game may be, for example, interrupted to present an advertising clip. Advertising banners, displayed on the outskirts of the game area and in the game itself, are used as well. Another approach to such in-game advertising is to modify the game itself so that the advertising is part of the game, similarly as the product placement that is used in the movies. This is especially true when the game is written at the request of a specific advertiser. A pilot study was conducted to compare the perception of in-game advertising as a cut-off with product placement. It was assumed that the car manufacturer intends to promote its cars. The subjects were divided into two groups. The first group was presented with films advertising individual cars. These videos were shown prior to the time-driving game stages. The second group was presented with a game in which the examined person covered the route with one of the promoted cars. At the beginning of the game, the subject had to configure a car of his choice. Better configuration of the car made it possible to win the race. The car database contains cars currently produced by the selected manufacturer. The respondent defines not only the appearance of the car, but also the mechanical elements of the car that affect its performance, ecology and driving comfort. After selecting the basic parameters related to the appearance of the car and body type, there are also other parameters to choose from, e.g. car type: internal combustion, hybrid, electric, mechanical elements: turbine, gearbox type, engine capacity, etc. During the study, cognitive neuroscience techniques were used to determine the impact of the broadcasted advertisements on emotions and remembering. The responses to individual choices during the configuration of the car were also tested. On the basis of the conducted research, it was possible to indicate that better reception of promotion is ensured by product placement. Advertising cutscenes can sometimes be irritating.
Keywords: Promotion, game for mobile devices, product placement, advertising cutscenes
ICABEP2022
4th International Conference on Accounting, Business, Economics and Politics
Organized by
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.
