The impact of brand and product placements in electronic games

In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation of brand-centred environments, labelled ‘advergames’. However, while there is much speculation concerning the beneficial outcomes for marketers, there remains a lack of academic work in this area and little empirical evidence of the actual effects of this form of promotion on game players. Only a handful of studies are evident in the literature, which have explored the influence of game placements on consumers. The majority have studied their effect on brand awareness, largely demonstrating that players can recall placed brands. Further, most research conducted to date has focused on computer and online games, but consoles represent the dominant platform for play (Taub, 2004). Finally, advergames have largely been neglected, particularly those in a console format. Widening the gap in the literature is the fact that insufficient academic attention has been given to product placement as a marketing communication strategy overall, and to games in general. The unique nature of the strategy also makes it difficult to apply existing literature to this context. To address a significant need for information in both the academic and business domains, the current research investigates the effects of brand and product placements in video games and advergames on consumer attitude to the brand and corporate image. It was conducted in two stages. Stage one represents a pilot study. It explored the effects of use simulated and peripheral placements in video games on players’ and observers’ attitudinal responses, and whether these are influenced by involvement with a product category or skill level in the game. The ability of gamers to recall placed brands was also examined. A laboratory experiment was employed with a small sample of sixty adult subjects drawn from an Australian east-coast university, some of who were exposed to a console video game on a television set. The major finding of study one is that placements in a video game have no effect on gamers’ attitudes, but they are recalled. For stage two of the research, a field experiment was conducted with a large, random sample of 350 student respondents to investigate the effects on players of brand and product placements in handheld video games and advergames. The constructs of brand attitude and corporate image were again tested, along with several potential confounds. Consistent with the pilot, the results demonstrate that product placement in electronic games has no effect on players’ brand attitudes or corporate image, even when allowing for their involvement with the product category, skill level in the game, or skill level in relation to the medium. Age and gender also have no impact. However, the more interactive a player perceives the game to be, the higher their attitude to the placed brand and corporate image of the brand manufacturer. In other words, when controlling for perceived interactivity, players experienced more favourable attitudes, but the effect was so weak it probably lacks practical significance. It is suggested that this result can be explained by the existence of excitation transfer, rather than any processing of placed brands. The current research provides strong, empirical evidence that brand and product placements in games do not produce strong attitudinal responses. It appears that the nature of the game medium, game playing experience and product placement impose constraints on gamer motivation, opportunity and ability to process these messages, thereby precluding their impact on attitude to the brand and corporate image. Since this is the first study to investigate the ability of video game and advergame placements to facilitate these deeper consumer responses, further research across different contexts is warranted. Nevertheless, the findings have important theoretical and managerial implications. This investigation makes a number of valuable contributions. First, it is relevant to current marketing practice and presents findings that can help guide promotional strategy decisions. It also presents a comprehensive review of the games industry and associated activities in the marketplace, relevant for marketing practitioners. Theoretically, it contributes new knowledge concerning product placement, including how it should be defined, its classification within the existing communications framework, its dimensions and effects. This is extended to include brand-centred entertainment. The thesis also presents the most comprehensive analysis available in the literature of how placements appear in games. In the consumer behaviour discipline, the research builds on theory concerning attitude formation, through application of MacInnis and Jaworski’s (1989) Integrative Attitude Formation Model. With regards to the games literature, the thesis provides a structured framework for the comparison of games with different media types; it advances understanding of the game medium, its characteristics and the game playing experience; and provides insight into console and handheld games specifically, as well as interactive environments generally. This study is the first to test the effects of interactivity in a game environment, and presents a modified scale that can be used as part of future research. Methodologically, it addresses the limitations of prior research through execution of a field experiment and observation with a large sample, making this the largest study of product placement in games available in the literature. Finally, the current thesis offers comprehensive recommendations that will provide structure and direction for future study in this important field.

Electronic games: A legitimate diversional therapy intervention for health care consumers?

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The market structure and characteristics of electronic games

A multi-billion dollar industry, electronic games have been experiencing strong and rapid growth in recent times. The world of games is not only exciting due to the magnificent growth of the industry however, but due to a host of other factors. This chapter explores electronic games, providing an analysis of the industry, key motivators for game play, the game medium and academic research concerning the effects of play. It also reviews the emerging relationship games share with sport, recognizing that they can replicate sports, facilitate sports participation and be played as a sport. These are complex relationships that have not yet been comprehensively studied. The current chapter serves to draw academic attention to the area and presents ideas for future research.

Electronic games: Can they create value for the moderate drinking brand?

Purpose This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand. Design/methodology/approach A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA. Findings The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour. Practical implications Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package. Originality/value This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Use of electronic games by young children and fundamental movement skills?

This study investigated associations between pre-school children's time spent playing electronic games and their fundamental movement skills. In 2009, 53 children had physical activity (Actigraph accelerometer counts per minute), parent proxy-report of child's time in interactive and non-interactive electronic games (min./week), and movement skill (Test of Gross Motor Development–2) assessed. Hierarchical linear regression, adjusting for age (range = 3–6 years), sex (Step 1), and physical activity (cpm; M = 687, SD = 175.42; Step 2), examined the relationship between time in (a) non-interactive and (b) interactive electronic games and locomotor and object control skill. More than half (59%, n = 31) of the children were female. Adjusted time in interactive game use was associated with object control but not locomotor skill. Adjusted time in non-interactive game use had no association with object control or locomotor skill. Greater time spent playing interactive electronic games is associated with higher object control skill proficiency in these young children. Longitudinal and experimental research is required to determine if playing these games improves object control skills or if children with greater object control skill proficiency prefer and play these games.

Feasibility, design and conduct of a pragmatic randomized controlled trial to reduce overweight and obesity in children: the electronic games to aid motivation to exercise (eGAME) study

BACKGROUND: Childhood obesity has reached epidemic proportions in developed countries. Sedentary screen-based activities such as video gaming are thought to displace active behaviors and are independently associated with obesity. Active video games, where players physically interact with images onscreen, may have utility as a novel intervention to increase physical activity and improve body composition in children. The aim of the Electronic Games to Aid Motivation to Exercise (eGAME) study is to determine the effects of an active video game intervention over 6 months on: body mass index (BMI), percent body fat, waist circumference, cardio-respiratory fitness, and physical activity levels in overweight children.

METHODS/DESIGN: Three hundred and thirty participants aged 10-14 years will be randomized to receive either an active video game upgrade package or to a control group (no intervention).

DISCUSSION: An overview of the eGAME study is presented, providing an example of a large, pragmatic randomized controlled trial in a community setting. Reflection is offered on key issues encountered during the course of the study. In particular, investigation into the feasibility of the proposed intervention, as well as robust testing of proposed study procedures is a critical step prior to implementation of a large-scale trial.

Individual, social, and physical environment factors associated with electronic media use among children : sedentary behavior at home

Background: Individual, home social and physical environment correlates of electronic media (EM) use among children were examined and pattern of differences on school and weekend days.
Methods: Youth (n = 298) aged 11 to 12 years self-reported time spent using EM (TV, video/DVD, computer use, and electronic games) on a typical school and a weekend day, each dichotomized at the median to indicate heavy and light EM users. Anthropometric measurements were taken. Logistic regression examined correlates of EM use.
Results: In total, 87% of participants exceeded electronic media use recommendations of ≤ 2 hrs/day. Watching TV during breakfast (OR = 3.17) and after school (OR = 2.07), watching TV with mother (OR = 1.96), no rule(s) limiting time for computer game usage (OR = 2.30), having multiple (OR = 2.99) EM devices in the bedroom and BMI (OR = 1.15) were associated with higher odds of being heavy EM user on a school day. Boys (OR = 2.35) and participants who usually watched TV at midday (OR = 2.91) and late at night (OR = 2.04) had higher odds of being a heavy EM user on the weekend.
Conclusions: Efforts to modify children’s EM use should focus on a mix of intervention strategies that address patterns and reinforcement of TV viewing, household rules limiting screen time, and the presence of EM devices in the child’s bedroom.

Parents' and children's views on whether active video games are a substitute for the 'real thing'

Background:
Research has examined the energy cost associated with playing seated and active video games (AVGs), but not whether AVGs may benefit fundamental movement skills (FMS) in typically developing children. Improving FMS proficiency is a priority given its association with physical activity. This study aimed to identify children’s and parents’ perceptions of: (1) AVGs as a tool for developing FMS and (2) whether any skills gained during AVG play had potential to transfer to real life.

Methods:
This qualitative descriptive study included 29 parents of children aged 9–10 years who participated in semi-structured telephone interviews and 34 children who participated in six group discussions at school. Interview and discussion group data were recorded, transcribed and analysed thematically.

Results:
Parents and children had different perspectives on the potential of AVGs for FMS, which largely rested on different views of ‘reality’. Parents felt AVGs were not a substitute for the ‘real thing’, and therefore had limited FMS benefits. Overall, parents thought any FMS gained through AVGs would have poor transferability to ‘real life’. In contrast, children had a more fluid and expansive view of reality which incorporated both ‘real life’ and ‘virtual’ space. Whilst children could articulate limitations of AVGs for skill learning, they still reported extensive use of AVGs as a learning tool for movement skill, and considered that skill acquisition was highly transferable.

Conclusions:
Despite contrasting beliefs from parents and children, children used AVGs for FMS learning. Future research needs to determine whether actual FMS benefits are gained through AVGs.

A indústria criativa de games no Brasil

The games are a worldwide fever, since 80's is becoming more popular and featured in the media, in the culture and economy. The sector fits in creative economy, a sector of economy that is growing gaining prominence for being a driver for economic, cultural and environmental development. The producing process, competition and logic of cultural games industry differ from traditional economy. The article seeks to show what is necessary to the game industry be able to establish and remain on the market, and what is the obstacles that this industry will face in Brazil, a potential creative economy country

Games independentes: plataformas de inovação das novas mídias no contexto da economia criativa

Creative spaces need freedom. Any productions, especially with artistic content, need space to mistakes, that is, for an attempt away from the standard. The independent production environment is recognized in different artistic sectors as a space for innovation, to be free of the serial production logic. The major innovations in the international scenario of games came from the independent productions. Great classics revolutionized the aesthetics and functionality of this new media. This project aims to analyze the productive chains of Brazilian independent games, starting with a regional analysis. The goal is to observe the factors responsible for the innovation that these games can offer, the management aspects of creative processes, articulation of innovative agents and resources mobilized. Brazil currently has the fourth largest gaming market in the world with expectation of strong growth for years to come, but arises in the international market as a consumer. Given this regional demand is necessary to study the tools of production, even to help fill that need. Not only the production of games should be thought, the media coverage is also another important factor, in view of the economic importance of this segment. Understanding the mechanisms of innovation in the gaming universe, its impact on the formation of public and coverage of specialized journalism in this new media are possible outcomes of future studies and research that scientific research can contribute

Active video games - An opportunity for enhanced learning and positive health effects?

Active video games are an emerging genre of electronic games that provide engaging exercise experiences by combining physical exertion with interactive game play. As such they have attracted increased interest from health promotion professionals to reduce sedentary behavior, increase physical activity, and improve health outcomes such as body composition. However their potential for enhancing the educational experience has not been extensively explored. This paper provides a brief overview of active video game research to date and outlines opportunities for future research. Specifically, we highlight the need to develop a conceptual framework to better understand the determinants, mediators, moderators, and consequences of active video gaming and integrate learning and health outcomes. Wepropose that active video games can be a key part of a wider “digital” supportive environment where education and health researchers and professionals work with, rather than against, video game technologies to promote learning and health.

Histórico e discussão do conceito de jogabilidade em videogames

O objetivo desta pesquisa é, a partir do estudo sobre as abordagens de diversos autores para o conceito de jogabilidade, propor uma definição do termo por meio de teorias de comunicação. A palavra jogabilidade é frequentemente utilizada em matérias jornalísticas especializadas, trabalhos científicos e conversas de jogadores de videogame, tendo sido criada sobre ela uma falsa impressão de clareza conceitual. Por meio de uma revisão bibliográfica foram analisadas as principais propostas de autores para o conceito de jogabilidade, sem que houvesse unanimidade sobre ele. Além da análise da literatura relacionada à jogabilidade,foram também utilizados vídeos de gameplay e experimentação direta de alguns jogos que compuseram o corpus desta pesquisa. Por fim, através da relação teórica entre os conceitos de agência, interface e interação, esta pesquisa define a jogabilidade sob três grupos de interesse: o controle do jogador, o design e a experiência de jogar. Com isso, a pesquisa pretende auxiliar a compreensão e utilização do termo em futuros trabalhos acadêmicos da área de comunicação relacionada com o estudo dos jogos eletrônicos.

Jogos casuais: comunicação, entretenimento e desenvolvimento sustentável em EcoCity

A complexidade do fenômeno comunicacional desafia estudiosos do campo na atualidade, principalmente no âmbito dos ambientes sociais. O processo de interação mediada, por exemplo, ganhou grandes proporções na virada do século XXI com o advento das Tecnologias de Informação e de Comunicação (TIC). Os suportes tecnológicos eletrônicos ou computacionais passaram a nortear grande parte do entretenimento e da comunicação. Nesse caminho esta pesquisa analisa novas práticas de comunicação na atualidade e aponta como os jogos eletrônicos, ou também chamados games, vêm se conjugando nos processos de mediação nessas práticas. O trabalho envolve os jogos para computador, mais especificamente os chamados jogos casuais. O objeto de estudo são os tipos de interação social em jogos casuais online e o corpus de análise é o EcoCity, um jogo de simulação com final aberto que funciona nos sites de serviço de rede social. A abordagem da construção de cidades sustentáveis no game traz fatores ambientais à cena. A hipótese é que a socialização em torno desses fatores podem de alguma forma agregar valor nos usos e apropriações que os indivíduos fazem dos jogos casuais durante os processos comunicativos e interativos.