Konrad Biercewicz
Institute of Management, University of Szczecin, Szczecin, Poland
Email: [email protected]
DOI: 10.23918/ICABEP2022p4
Abstract
Due to the popularity of video games in various applications, both commercial and social marketing, there is a need to evaluate their content for player satisfaction, right from the production stage. In addition, it becomes an important aspect to evaluate the effectiveness of the placement of advertisements in the game. For this purpose, the indices used in EEG tests can be used. In this publication, a formula [Assessment of the element = (Engagement to the element) / (Number of events) * 1 / (Engagement at a given level)] has been created based on the player’s engagement in determining which elements in the game should be improved and for which graphic emblems connected with social campaigns were more memorable and whether this was related to engagement. The survey was conducted using a 2D platform game created in Unity based on observations of 28 recipients. To evaluate the elements, present in the game at which we obtain more memory for the graphical characters, an appropriate benchmark was created based on player engagement. The optimal Index for moving and static objects and Index for destruction were then selected based on feedback. It should be taken into account that these results are based on a single type of game and that further research will be needed to extend the results of the methodological approach to evaluate which game elements should be improved and at which level ads should be placed, not only by analyzing player engagement but also by adding more indicators from other categories such as emotion. In addition, graphic emblems depicting social campaigns should be placed where other activities such as combat will not be distracting, everyone will be able to reach the level where the most recently placed ad is located, and the graphics of each ad should stand out from the others. This will result in a better recall score among respondents. The conclusions about graphic emblems should be understood in the context of some limitations. This is because not all respondents reached the final level and therefore the analysis in some cases is based on a low sample size. At this point, a formula for evaluating game elements based on player engagement was created and the index to be used for moving elements, static objects, and when destroying objects were examined. The next step will be to prepare a revised game to determine the reliability of the chosen index to ensure that the current results are not an anomaly due to the current number of people who have reached a given level. This study presents the developed method to determine the degree of player’s engagement in particular elements in the game using the EEG (engagement indexes) and to explore the relationship between the visibility (an Eye Tracker was used to check visibility) of social advertising and engagement in a 2D platform game where the player has to collect three keys and defeat the ultimate opponent. This will allow determining at which obstacles the advertisement was more memorable and what should be improved in the game so that the player can spend more time in it.
Keywords: Neuroscience, social ads, marketing, satisfaction
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.
