Player performance and in game advertising retention

Authors:
Lindsay D. Grace;James Coyle
Affiliations:
Miami University, Oxford, Ohio;Miami University, Oxford, Ohio
Venue:
Proceedings of the 8th International Conference on Advances in Computer Entertainment Technology
Year:
2011

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Abstract

In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and advertising retention. The study produces a highly detailed view of the relationship of brand retention, player ability, and engagement.