Research on the Effectiveness of Social Campaigns in Computer Games

Assoc. Prof. Eng. Mariusz Borawski¹ and Dr Andrzej Rzeczycki²
¹Department of Decision Support Methods and Cognitive Neuroscience, University of Szczecin, Szczecin, Poland
²Department of Logistics, University of Szczecin, Szczecin, Poland
Email: [email protected], [email protected]
DOI: 10.23918/ICABEP2021p4

Abstract

Profits of the computer games industry from advertising are growing year by year. In 2019, they amounted to $ 3.97 billion. Nevertheless, social campaigns rarely use games as an advertising medium. The presentation shows examples of this type of campaigns and presents three games prepared for research on the effectiveness of social advertising. The methods by which they will be tested are also presented.

Keywords: Social campaigns, computer games, cognitive neuroscience.

ICABEP2021
International Conference on Accounting, Business, Economics and Politics

3rd joint conference organized by the collaboration of the Faculty of Administrative Sciences and Economics,
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.

3rd joint conference organized by the collaboration of the Faculty of Administrative Sciences and Economics, Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and University of Szczecin, Poland.

3rd joint conference organized by the collaboration of the Faculty of Administrative Sciences and Economics,
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.