Is IGA an effective approach of advertising promotion? Super-nature: Yan Hu, WentaoGuo, Tuo Yang, XuanKan, Lingyuan Li
Content Introduction Research method Theory framework Market and why IGA works effectively towards the advertising area (graphs and charts) Discussion and conclusion
Introduction What is IGA? “In-game advertising is a creative advertisingalternative to traditional television and radio commercials in which computer and video games are used as an advertising tool.”
introduction Static IGA The first examples of in-game Advertising Consisting of virtual billboards or in-game product placements Directly placed into the game, fixed and unchangeable First example in 1978 “Adventure land”
Introduction Dynamic IGA First appearance in mid 2000s Changeable to geographical location or time of day Ads can be tracked and evaluated Ads can be altered remotely by the advertising agency
1. A poster campaign for Tripping the Rift in SWAT 4 2. Gamer sees billboard with “Click to Unveil” prompt, encouraging gamer interaction with the brand message
Purpose and problem statement To measure the effectiveness of IGA as advertising promotion Problem statement: Does IGA (In-game Advertising) is an effective approach in marketing strategy that can affect the majority of customers dramatically? How effective is it? Does IGA affect customers impressively compared with other types of advertising How do gamers view the games and enterprise image when soft-advertisement was embedded in games?
Research method Deductive research approach More primary data (questionnaire) & secondary data (Bing company case) supports primary data Exploratory study and less description study Cross functional SPSS Close questions also open questions
Buyer-readiness stages analysis Awareness and knowledge: 88% of people noticed the objects and brands in game Liking and preference: 75 out of 105 think it interesting and roughly 60% of people are enjoying the ads and brands. (depends on what kind of ads built in game) Conviction and purchase: how do people think of the brand and approximately 80% are willing to try the product or service.
Secondary data analysis IGA can influence the public in various industries IGA has high effectiveness Can be set as various kinds of advertising objects Players have positive attitude towards the company using IGA
Discussion A win-win situation for both sides Similar researches imply more interesting results Inevitable limitation for student research
Conclusion IGA is high effectiveness More impressive to customer than other ways of advertising but still need future develop Various public relationships depend on the design of IGA objects Customers tend to have positive attitude towards those companies using IGA