Sports video games is a popular form of entertainment. Many companies are now using in-game advertisements to reach out to consumers. Studies have generally found that in-game advertisements are effective as gamers are able to recall the featured brands. However, few studies have extended into examining whether in-game advertisements can lead to a change in attitude towards the advertised brands. According to the Mere Exposure Theory, repeated exposure may lead to positive attitudes towards the brand. As gamers play the same game repeatedly, it is expected that in-game advertisements are likely to lead to positive attitudes towards the advertised brand. In this study, 35 respondents were recruited to play F1 2014, a car racing game, on the Playstation console. Respondents were first asked to evaluate their attitudes towards a list of brands including Emirates and Pirelli which were featured in the game. The list also included Cathay Pacific and Goodyear, competitors in the same product category but were not featured in the game. After playing the game, respondents were asked to evaluate their attitudes towards the same list of brands again. A paired-samples t-test was conducted to compare the differences in the attitudes towards the brands before and after the game. While respondents rated all the brands more positively after the game, the increases were larger for the two brands that appeared in the game. This suggests that there is potential in generating positive brand attitudes with in-game advertisements.

Authors:
Ho Keat Leng, National Tsing Hua University, Taiwan

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Posted by James Alexander Gordon

Last updated: 2023-02-23 23:45:00

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