PRODUCT PLACEMENT IN INTERACTIVE GAMES Dr. Barry Ip School of Digital Media Swansea Metropolitan University Mount Pleasant, Swansea, UK +44(0)1792 481000 barry.ip@smu.ac.uk ABSTRACT Modern computer and video games offer a dynamic means of interactive advertising for a wide range of commercial products. This article details an exploratory study in the area of interactive, in-game advertising. Various key forms of interactive advertising are outlined, and a survey conducted to elicit the views from gamers and industry experts on their attitudes towards the use of such advertising in modern games. The results draw attention to issues of effectiveness, current and future usage, impediments, and financial concerns concerning the use of interactive advertising. Amongst the key findings, industry experts expressed unfairness in the lack, and even complete absence, of royalties paid by advertisers to games developers, despite evidence to indicate that in-game advertising is effective in creating extra awareness for certain brands. A balanced financial arrangement is strongly advised, particularly in view of spiraling game development costs. examines the topic of advertising in interactive games, and explores the key themes surrounding its current usage and future potential. Hackley [3] describes the concept of embedded marketing, where an increasing prevalence of convergence
Product placement in interactive games
PRODUCT PLACEMENT IN INTERACTIVE GAMES Dr. Barry Ip School of Digital Media Swansea Metropolitan University Mount Pleasant, Swansea, UK +44(0)1792 481000 barry.ip@smu.ac.uk ABSTRACT Modern computer and video games offer a dynamic means of interactive advertising for a wide range of commercial products. This article details an exploratory study in the area of interactive, in-game advertising. Various key forms of interactive advertising are outlined, and a survey conducted to elicit the views from gamers and industry experts on their attitudes towards the use of such advertising in modern games. The results draw attention to issues of effectiveness, current and future usage, impediments, and financial concerns concerning the use of interactive advertising. Amongst the key findings, industry experts expressed unfairness in the lack, and even complete absence, of royalties paid by advertisers to games developers, despite evidence to indicate that in-game advertising is effective in creating extra awareness for certain brands. A balanced financial arrangement is strongly advised, particularly in view of spiraling game development costs. examines the topic of advertising in interactive games, and explores the key themes surrounding its current usage and future potential. Hackley [3] describes the concept of embedded marketing, where an increasing prevalence of convergence can be observed between sponsorship/product placement by traditionally nonentertainment related companies and entertainment media. Examples of embedded marketing include Nokia and Samsung phones being featured in The Matrix trilogy, BMW Âs Mini in The Italian Job film remake in 2003, and the Mazda MX-5 in Charlie Âs Angels, where sponsorship or product placement have already taken a firm foothold within film [3]. Similarly, advertising in games appears predominantly in the form of product placement  i.e. when a company Âs product is an integral part of the game...
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Product placement in interactive games
Ip, Barry
Association for Computing Machinery — Oct 29, 2009
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