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DIGRA
2003
Springer

Encounters with consumption during computer-mediated play: the development of digital games as marketing communication media

10 years 1 months ago
Encounters with consumption during computer-mediated play: the development of digital games as marketing communication media
This paper explores the use of digital games for marketing communications using two theoretical perspectives. Firstly, the external contexts in which video game play takes place and secondly, internal game processes that are likely to be of interest to marketers and game developers. Findings from exploratory focus groups support the use of brand placement in games. Players feel that it can increase realism and help support the costs of game development. However the repetitive nature of games may cause rapid message wear-out and players' frustrations with aspects of play may lead to negative evaluations of brands. Individuals may also use video games to explore the meaning and benefits of consumption and this raises the question of the degree to which game content supports or opposes existing consumer cultures. An agenda for further research is presented. Keywords Marketing; brand placement; consumption; digital games
Mike Molesworth
Added 06 Jul 2010
Updated 06 Jul 2010
Type Conference
Year 2003
Where DIGRA
Authors Mike Molesworth
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