Designing advertisement board game and examining factors correlated with board gaming behaviors

Abstract

Advertising is a form of mass education for people to learn that something exists in a market. In this post-information era, from consumer products to consumer services, every company in various businesses such as airlines, the marketplace, even education have used various advertising media to raise public awareness of the brand. It can be concluded that to raise awareness of a product or public services, advertising is one of the essential parts as well as in the field of education. The study has a purpose to design a board game advertising a program in a university. The board game has the element of advertisement concealed, making the students able to enjoy searching for information about the university and increasing their will to learn about the university. This study results in a board game prototype “Flow Into The System” game tested towards 29 high school students and 9 college students in the age range of 19 to 23. The questionnaires from 38 respondents have been analyzed using SPSS statistical analysis. The finding of analysis proves that the game can make the respondents want to play it again and again because the game is fun to play, making their bonds stronger, and being perceived as useful.