Player performance and in game advertising retention

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. Categories and Subject Descriptors H.3.3 [Information Services]: H.3.5 On-line Information Services General Terms Management, Measurement, Documentation, Performance, Design, Economics, Experimentation, Human Factors Keywords In game advertising, IGA, game design, advergames, retention, player performance, marketing

• Type: Journal
• Year: 2011
• Where: ACMACE
• Authors: Lindsay D. Grace, James Coyle
• Keywords: ACMACE 2011, Car Racing Game, Design Economics, Human Computer Interaction, Line Information Services