The Impact Of In-Game Advertising

Zusammenfassung eines Beitrags der Universität Siegen und von Shoppermetrics für die European Marketing Association Confernce 2011. In dem Beitrag werden erste Ergebnisse einer Studie zur Wirkung von Werbung in Computerspielen präsentiert.

Does The Outcome Of The Game Affect The Impact Of In-Game Advertising?

von Gunnar Mau, Sascha Steinmann, Günter Silberer und Hanna Schramm-Klein

Many computer games are based upon the principle of competition – making the outcome of the game, i.e. the prospect of victory and the threat of defeat, a key element in them. A lab experiment was conducted to study the effects of a game’s outcome on player’s mood, brand attitude and game attitude (N = 63; between-subject design: game lost vs. game won vs. no induction of the game outcome). The results show that winners (vs. losers) are in a better (worse) mood after the game, rate the game as better (worse) and assess the brands advertised more positively (negatively) than before the game.

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