Poster Information
| Title | Comparative Effectiveness of Three Forms of In-Game Advertising (environmental art, products, and NPCs) |
| Presenter(s) | Derek Demaiolo, Daniel Demaiolo, Adriel Roman, Sandrine Do and Carrie Heeter |
| Session | Conference Reception, Game Exhibition, and Poster Session |
| Time | Thursday, October 18, 7:00p-10:00p |
| Location | East Lansing Technology Innovation Center |
| Format | Poster Presentation |
| Description | This study compares unaided brand and product recall of three forms of in-game advertising (in-game environmental art, branded NPCs, and in-game items the player interacts with).
Grigorovici and Constantin (2004) compared in-game billboards and products and found that that brands presented on large billboards were more readily recalled than product placements integrated into the game environment. Conversely, Chaney, Lin and Chaney (2004) reported that gamers trying a first-person shooter remembered passing by branded billboards but did not recall the content or the product category. A problem for advergaming that may interfere with the gamer's brand memory is the game itself. Yang et al. (2006) point out that players' attention is divided between interacting with the game and seeing the display. Constantine (2004) found higher levels of immersion interfered with player recall. However, Yang et al. (2006) reported that demonstrative placement (where players interact with the product) was more effective for explicit memory (recall) than illustrative (prominently featured) placement, which was more effective than associative (background) placement. Parallel McDonald's branded and generic or imaginary brand versions of the original 2.5D fantasy world platformer game, Teddy Knight, were developed. Level 1 featured environmental art (billboards and posters, either from McDonald's or imaginary brands). Level 2 tasked players with collecting either McDonald's French fries or generic fries. Level 3 involved an NPC clown - either Ronald McDonald or a generic clown. 120 students at a large Midwest university were randomly divided into either control (generic) or experimental (branded) groups. The control group played three levels of the non-branded version of the game while the experimental group played the branded version. After each level, participants completed a survey that included two unaided recall questions ("do you remember seeing any products or advertisements in the level you just played" (YES/NO) and "please list all products or ads you remember seeing"). Environmental Art Results: 82% of branded players said yes, compared to 68% of generic players. This difference was not significant. Although there was no difference between known and unknown brand recognition, in-game advertising can be considered highly effective. Well over half of players in both conditions noticed and unaided recalled the brand or product being advertised, after casual exposure to environmental art in one level of a video game. NPC (clown) Results: 7% of generic level players recalled seeing products or ads, compared to 71% of branded players (t=7.607, df=72, p=.000). The follow-up unaided recall question revealed that 22% of branded players wrote in Ronald McDonald, and 50% simply wrote in McDonalds. Item (French fries) Results: 89% of branded players recalled seeing a product, compared to 35% of generic players (t=5.215, df=66, p=.000). Branded players were significantly more likely to write in either McDonald's fries or simply McDonalds. 28% of generic level players wrote in that they saw "fries" whereas 75% of branded level players wrote in either "McDonald's fries" or simply "McDonalds" (chi2= 39.875, df=2, p=.000). This study provides strong evidence to justify the use of all three forms of in-game advertising. |