Welcome Stranger to OCC!Login | Register

In-Game Advertising Can Hurt Player Opinions

Category: Science & Technology
Posted: 07:11AM
Author:

Advertising can be found in all manner of places, and the virtual environments of video games are no exception. Such advertising comes in different forms though, from virtual billboards to sponsored items. Researchers at Penn State decided to investigate what impact a player's performance has on their views of the sponsored item.

For this study, which had 85 participants (59 female and 26 male), the researchers used a racing video game and had the players drive a car featuring a VW logo. To measure performance the researchers recorded the number of laps completed, and the times the player crashed. What the players did not know is that the characteristics of the car had been modified by the researchers, to create an easy and difficult version of the game. The results showed a link between player performance and their retention of the advertised brand and opinion of the brand. Those players who performed better remembered the brand better and reported a more favorable attitude of the company, while those who performed worse reported just the opposite. This means that advertising in a game does not guarantee a positive result for the company.

The researchers also looked into the virtual billboards also featured in the game and found that recall of the ad was very low. This indicates that the branded products get more attention than the more traditionally placed ads.

Source: Penn State



Register as a member to subscribe comments.
Black64 on October 07, 2015 13:05

I don't think using the VW logo was a great idea considering the trouble they are in right now, I am guessing that skewed the results.

Guest_Jim_* on October 07, 2015 13:09

I don't think using the VW logo was a great idea considering the trouble they are in right now, I am guessing that skewed the results.

Not really since the study would have been done a long time before that news broke.


This news has comment postings disabled because it is now archived.

© 2001-2017 Overclockers Club ® Privacy Policy
Elapsed: 0.0261971951   (xlweb1)