Special Report on
Does In-Game Advertising Work?
Does In-Game Advertising Work? - Trends
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This quasi-experimental survey involves 100 participants aged 18-24 years, conducted to measure effects of advertising schema congruity in a massively multiplayer online role-playing game (MMORPG) and other aspects of gameplay experience. Results from a posttest questionnaire suggest that though moderately incongruent advertising in an MMORPG can trigger high awareness rates, extremely incongruent in-game advertising can reduce a game's perceived sense of realism and annoy players if not coordinated appropriately with the game environment. Whereas previous research suggests players usually accept in-game advertising when ...
Gaming is expensive. New console games for Playstation 3, Wii and Xbox 360 are usually priced over $50 each. Online multiplayer service costs can also add up to hundreds yearly. On the Mac / PC side, its not much cheaper. Game costs, hardware costs and online service costs are similar. Piracy is rampant, ever invasive protection schemes are defeated within weeks, stopping only the paying customers. An interesting way to take some of the cost away from gaming, and the piracy element without ruining the developer’s bottom line is to use an ad-supported model, like radio and television. ... Read More
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