In-Game Advertising: Making or Breaking the Computer Gaming Experience?

Abstract: The practice of placing advertisements in computer and video games is referred to as in-game advertising. Due to an increase in the number of internet connected gaming devices, in-game advertising is by many analysts expected to become an important marketing tool for reaching the elusive target group of males aged 18 to 34; a group that watches less television in favor of playing more computer and video games. Previous studies on in-game advertising have focused mainly on attitudinal effects and exposure outcomes in terms of recognition and recall. The conclusions of these studies have almost unequivocally showed that in-game advertising is not only effective but also enjoyed by gamers due to the ability of advertisements to enhance game realism. What we found missing in these studies was an interpretative perspective where game-players opinions and beliefs about the practice could be heard. The purpose of this paper is to, through in-depth interviews; examine opinions and beliefs about in-game advertising, across different game genres, among Swedish core gamers. Rather than discussing in-game advertising in relation to its possible affect on game realism, most comments from the respondents in our study were made relative to its affect on the immersiveness of the game environment. In-game advertising had the potential to add to the immersiveness of games that were perceived to take place "here and now" through its ability to lend authenticity to the game environment. In games that do not strive to accurately portray the real world, in-game advertising could potentially destroy the feeling of being present in the game environment. Thus instead of focusing on the ability of advertisements to enhance game realism we believe that deeper understanding of the phenomenon is achieved through asserting how in-game advertising affects the level of immersion experienced by the gamer. We have found that opinions about in-game advertising are determined by the level of persuasion knowledge held by the gamer, the interactivity of the game and the perceived sanctity of the game environment.