Annotated Bibliography
Research Question: We feel advertisers are not effectively utilizing the full potential of in-game advertising. There is a large demographic engaged in on-line, networked video games to whom advertisers could reach with real time, streaming advertisement triggered at specific times, relevant to geography, space and time.
Lewis, Ben. “Measuring Player Perceptions of Advertising in Online Games” Masters Project. Mass Communication. Louisiana State University. December, 2006.
“An experiment with 100 participants aged 18-24 was conducted to measure the effects of advertising in an online role-playing computer game on perceived interactivity and other aspects of gameplay experience. Results from a post-test questionnaire revealed insight into players’attitudes toward advertising in video game environments, and reflected varying levels of advertising awareness and recall, message recognition, and factors in purchasing habits”
Research to be used as backbone for our suggestion to advertisers that they are missing out on future of advertising. Demonstrates desired effect of our suggestion.
Chambers, Jason. “The Sponsored Avatar: Examining the Present Reality and Future Possibilities of Advertising in Digital Games.” Paper presented at the DiGRA Conference-Changing Views-Words in Play; 2005.
“Given the similarity between videogames and movies this research synthesis incorporates analysis of advertising placement within those genres with limited processing theory to propose a placement model for digital games.”
Paper highlights current advantages of ad placement in movies and looks at the current practices employed by designers and game publishers, as well as the positive effect on end user consumers. A key idea we will be focusing on is “Moreover, built in internet access in next generation machines opens a wealth of possibilities from downloadable games and streaming advertising to tracking options that provide information about exactly how gamers interacted with brands
Vedrashko, Ilya. “Advertising in Computer Games” Masters Project. Comparative Media Studies. MIT. 2006.
The author here compares computer game advertising with other forms of advertising which allows us to demonstrate with hard facts and figures the benefits of one medium over another. Helpful in its historical review of in-game advertising trends so that it’s easy for our readers to track our thought process.
Chaney, Isabella; Lin, Ku-Ho; Chaney James. The Effect of Billboards within the Gaming Environment. Journal of Interactive Advertising, Vol. 5, No. 1, (September, 2004), pp. 54-69
This article offers counter evidence to our argument of the effectiveness of in-game advertising, but speaks only to the placement of Billboards within games. Offers data that suggests that although gamers could not recall brand of product, they could recall product type. Examines a broader international audience and focuses on the realm of online gaming which is of major importance to global advertisers.
Bhattacharya, Subhankar; Scott, Edward; Arthur, Magan. The Phoenix Rises From the Ashes: Advertising and Content Monetization in a Digital World. Journal of Digital Asset Management, Vo1. 2, No. 6, (November, 2006), pp. 269-278
An examination of the future of the digital environment and a herald to unknown profits to be made in this new digital world. Argues for aggressive pursuit of calculated risks especially in the field of advertising in order to properly reap rewards. Helpful in its ability to answer those who might be timid and slow to react to the changes around them.
Kaikati, Andrew M; Kaikati, Jack G. Stealth Marketing: How to Reach Consumers Surreptitiously. California Management Review. Vo1. 46, No. 4, (Summer, 2004), pp. 6-22
Here the articles look at the importance of devising new and innovative ways to reach consumers who are slowly adopting commercial zapping technologies that allow consumers to bypass traditional advertisement. The authors also bring up an interesting point about the emerging discussion of the ethical and legal issues associated with stealth advertising and the bordering on false advertising.
Primarily to be used to help defend practice and as a guide for how advertisers can avoid questioning all together.
To see more sources, please click here
