Title page for ETD etd-11162006-101838


Type of Document Master's Thesis
Author Lewis, Ben
Author's Email Address blewis9@lsu.edu
URN etd-11162006-101838
Title Measuring Player Perceptions of Advertising in Online Games
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Lance Porter Committee Chair
Anne Osborne Committee Member
Margaret DeFleur Committee Member
Keywords
  • contextual advertising
  • computer games
  • video games
  • advergames
  • advergaming
  • MMORPG
  • marketing
  • virtual worlds
  • second life
  • perceived interactivty
  • product placement
Date of Defense 2006-11-03
Availability unrestricted
Abstract
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.

Results suggested that while advertising in online games can sometimes trigger high advertising awareness rates, it can also reduce a game's perceived sense of realism and genuinely annoy players if not appropriately coordinated with the game environment. Whereas previous research has suggested that players usually accept in-game advertising when placed relevantly, this study shows the opposite can occur when advertisers make little or no effort to contextualize their ads within the game world. Results revealed negative attitudes toward in-game advertising from participants who played a version of the game featuring ads, yet females and non-gamers were more accepting of in-game advertising and more often perceived it as "interactive" than did males and avid gamers. Practical implications and suggestions for further research are discussed.

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