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2011
ACM

Player performance and in game advertising retention

9 years 2 months ago
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
Lindsay D. Grace, James Coyle
Added 12 Dec 2011
Updated 12 Dec 2011
Type Journal
Year 2011
Where ACMACE
Authors Lindsay D. Grace, James Coyle
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