Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers

Abstract

Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.

Demographic differences in recall and recognition rates of in-game advertisements

“…This allows sport marketers to deliver their promotional messages effectively. [4][5][6][7] However, a number of studies conducted on in-game advertisements suggest that they may not be effective, given the low number of advertisements recalled and recognized in these studies. 6,8,9 Many of the studies on in-game advertisements used respondents who were male and aged between 18 and 35 years of age.…”

“…As such, sports video games allow sports brand owners access to a common target market. 5,10,11 More importantly, sports video gamers find in-game advertising acceptable and appropriate as the brands add realism to the game. 7,15 This has led to an increase in the use of product placement within sports video games, with one study finding that the average number of brands in sports video games doubled from 2004 to 2006.…”

“…7,15 This has led to an increase in the use of product placement within sports video games, with one study finding that the average number of brands in sports video games doubled from 2004 to 2006. 4,5 Studies on the effectiveness of in-game advertisements have concluded that there are several factors affecting the recall and recognition rates of in-game advertisements. These include the prominence of the brand within the game, the role of the brand in the game and the congruence of the brand with the game.…”

“…In particular, this has been driven by the belief that the use of in-game advertisements is effective in reaching the teenage market as sports video games are gaining in popularity in this market segment. [3][4][5] Specific to sports video games, the use of in-game advertisements is acceptable to gamers as sponsored brands are commonly found within real sports competitions and venues. As such, the use of in-game advertisements in sports video games can boost the level of game realism by being similar to actual sports events.…”

“…1 Given the changing demographics of video game players, it becomes necessary to examine the effectiveness of in-game advertisements among other demographic groups. 4,5,8 The aim of this study is therefore to compare the effectiveness of in-game advertisements across demographic groups and provide information for sport marketers in using in-game advertising to reach out to other demographic groups.…”