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![BIBLIOGRAPHIE
• Breton, S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York, NY.
• Cauberghe, V. and De Pelsmacker. P. (2010), "Advergames: the impact of brand prominence and game repetition on brand responses", Journal oj Advertising. Vol. 39 No. 1, pp. 5-18.
• Chaney, Isabella M., Ku-Ho Lin, James Chaney (2004), « The Effect of Billboards within the Gaming Environnement », Journal of Interactive Advertising, 5 (1).
• Choi Y, Yoon S, Lacey H. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal Of Business Research [serial online]. August
2013;66(8):996-1003
• Edwards E. Plug (The product) and play. The Washington Post 2003:A1. January 26.
• Gross, Michelle L. (2010), « Advergames and Effect of Game Product Congruity: Online Interractivity: Role of Technology in Behavior Change », Computers in Human Behavior, 26 (6), 1259-65
• Hernandez, Monica D., and Sindy Chapa (2010), « Adolescents, Advergames, ans Snack Foods: Effects of Positive Affect ans Experience on Memory and Choice », Journal of Marketing Communications,
16 (1-2), 59-68.
• Nebenzahl, Israek D., and Eugeme Secunda (1993), « Consumers’ Attitudes Toward Product Placement in Movies », International Journal of Advertising, 12 (1), 1-11
• Nelson, Michelle R. (2002), « Recall of Brand Placement in Computer/Video Games », Journal of Advertising Research, 42 (2), 80-82
• Redondo, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11), 1671-1688.
• Schemer, C., Matthes, J., "Wirth, W. and Textor, S. (2008), "Does 'Passing the Courvoisier' always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos",
Psychology & Marketing. Vol. 25 No. 10, pp. 923-43.
• Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising
[serial online]. April 2013;42(2/3):95-112.
• Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (2006), « The Effectiveness of ‘in-game’ Advertising », Journal of Advertising, 35 (4), 143-52](https://image.slidesharecdn.com/advergaming2-141109182045-conversion-gate01/85/Advergaming2-30-320.jpg)
Uploaded byPhilippe Talbot
Advergaming2
Advergaming refers to advertising through games. It began in the 1970s with simple in-game ads and has evolved with technology. There are two main types: in-game advertising, which embeds ads directly into games; and advergames, which are full games created specifically for advertising. Both can increase brand awareness and memorability but must be implemented carefully to avoid negatively impacting attitudes. The mobile/social game market is growing rapidly and offers many opportunities for innovative advergaming strategies.
Advergaming2
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- 2. ADVERGAMING HISTOIRE MARCHÉ/SEGMENTS ADVERGAMING IN-GAME ADVERTISING ADVERGAME DÉVELOPPEMENT CONCLUSION
- 3. HISTOIRE Dév. Conclu. Adver-game IGA Adver-gaming Adventurelands (1978) In-game advertising (Pirate Adventure) Tron (1982) Advergame (Film sortie la même année) Histoire Marché 1978-2014 • Plateformes • Graphique • Stockage Marché • Web • # Licenses
- 4. MARCHÉ DU JEUVIDEO Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 5. SEGMENTS • sdasda Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 6. «Advergaming is moreeffective than traditionnal advertising because it captures customers’ attention » (Edwards 2003) ADVERGAMING ADVERGAME IN-GAME ADVERGAMING ADVERTISING Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
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- 8. PRÉPARATION 1. Cible • Âge • Démographie • … 2. Compagnies • Licences 3. Plateformes • Contrôleurs Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Nouvelle génération de contrôleur
- 9. FORMATS • Placementde produit: • Accessoires virtuels • Voitures • Cellulaires • Boissons • … • Affichage: • Affiches publicitaire • « Billboard » • Bandes (NHL) • … Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 10. PLACEMENT STATIQUE Publicitéintégré dans un jeu avant son lancement Dév. Conclu. Adver-game IGA Adver-gaming Pas d’accès Internet requis Durée de vie Histoire Marché Aucune modification Ciblage
- 11. PLACEMENT DYNAMIQUE Emplacementpublicitaire intégré dans le jeu Dév. Conclu. Adver-game Flexible Connection IGA Adver-gaming Collecte de données Ciblage Personnalisa-tion Histoire Marché Internet
- 12. PLACEMENT DYNAMIQUE Dév.Conclu. Adver-game Démographie IGA Adver-gaming Histoire Marché Cible Heure Exposition … Sexe
- 13. INFLUENCE DES PERSONNAGES • Effet d’appartenance (Choi et al. 2013) • Effet de la vie privée (Choi et al. 2013) Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Non-membre Haute auto-révélation Confiance Membre Faible auto-révélation Confiance
- 14. “Get out thevote” 18 Titres •Compagnie EA •NHL, Need for Speed,Burnout, … Ciblage •États: Ohio, Nevada, Iowa, … •Étudiants Durée •Début: 6 octobre 2008 •Fin: 3 novembre 2008 Attitude •+120% chance attitude positive •+50% intention de vote Coût Total •$44,5 k Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 15. MOBILE/TABLET/SOCIAL GAMES •TRADITIONNEL: • CPC / CPM Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 16. MOBILE/TABLET/SOCIAL GAMES •PARTENARIAT: Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 17. MODEL D’ÉVALUATION IGA/ADVERGAME Dév. Conclu. Réponse psychologique: -Attitude -Mémorisation -… Adver-game IGA Adver-gaming Législations Caractéristiques: - Marque - Jeu Histoire Marché Facteurs Individuel Facteurs sociaux Comportement: -Achats -Recommandations -… Terlutter et al. (2013)
- 18. INFLUENCE DE L’IN-GAMEADVERTISING Mémorisation de la marque • Explicite: • Implicite: Attitude envers la marque Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Après séance de jeu 25% à 30% de mémorisation Après 5 mois 10% à 15% de mémorisation First Person Shooter (Nelson 2002) (Jeux de sports) - Mémorisation « Billboard » (Chaney, Lin and Chaney 2004) In-Game Advertising Reconnaissance (Marque) (Yang et al. 2006) (Nebezhal and secunda 1993)
- 19. INFLUENCE DE L’IN-GAMEADVERTISING Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Attitude envers la marque • Congruence: • • (Capella et al. 2013) (Hernandez et al. 2004) Mémorisation (Marque) (Gross 2010)
- 20. ADVERGAMES « Gamesspecifically created to function as advertisements to promote brands, where the entertainement content mimics traditional game form. » (Kretchmer 2005)
- 21. ADVERGAME • Secteursintéressés: • Industrie cinématographique • Springfield (mobile) • Lord of the ring (console/pc) • Alimentation • Snack! In the face (KFC) • Automobile • Lord of tracks (Nissan) • … • Consoles/PC (Mid-Core/Hardcore) • +Budget • +Profit • Mobile (Casual) • +/-Budget • +/-Profit • Web Game (Casual) • -Budget • -Profit Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 22. SOCIAL GAMES /MOBILE GAMES / TABLET • Tendance: Web Games Social Games • “This is the second wave of consumer adoption of social gaming where people want to carry the games or entertainment with them wherever they go. Mobiles have made it more accessible and gamers want it to be more interactive” (Mark Pincus 2013) ZYNGA Dév. Conclu. Adver-games IGA Adver-gaming Histoire Marché Tablet Games Mobile Games
- 23. PlayStation® All-Stars Island 3 Plateformes •Android •iOS •Facebook Dernière mise à jour 2013 Installations • Entre 500 000 et 1 000 000 Partenariat • Playstation mobile inc. Cote 3.8 • Rang 400 Dév. Conclu. Adver-games IGA Android Adver-gaming Histoire Marché
- 24. EFFICACITÉ (Redondo 2010) (Redondo 2010) (Cauberghe 2010) (Cauberghe 2010) Conditionnement • Le conditionnement a été souvent utilisé pour interpréter l’efficacité Dév. Conclu. Adver-game IGA d’un advergame Adver-gaming Attitude face à la marque Mémorisation de la marque Histoire Marché Placement subtil Attitude (Marque) Placement proéminent Attitude (Marque) Répétition Attitude (Marque) Répétition Mémorisation (Marque) (Schemer et al. 2008)
- 25. LANCEMENT • CPI • Video HD • Publicité • Install.->Monnaie Virtuel Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché $3.30 $1.83 $2.69 $2.43 $1.30
- 26. LANCEMENT Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 27. MISE À JOUR • +Visibilité • +Téléchargements • +Joueurs • +Profits* • +Haut Rang • +Fidélité Expansion Christmas update Dév. Conclu. Labor day event Adver-game IGA Badges added Front page Adver-gaming 450000 400000 350000 300000 250000 200000 150000 100000 50000 Histoire Marché Expansion Expansion Easter event Expansion Expansion New Server 0 Revenue Fantasy Online Dream World Asian MMO
- 28. VIGIE • APPAnalytics • Taux Conversion • Part de marché (APP IQ) • … Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
- 29. CONCLUSION www.advergamingnews.com Informationssupplémentaires Aspect légaux Effet sur les jeunes Exemples Nouvelles tendances eSports http://www.newzoo.com/esports-country-report/ Dév. Conclu. Adver-games IGA Adver-gaming Histoire Marché
- 30. BIBLIOGRAPHIE • Breton,S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York, NY. • Cauberghe, V. and De Pelsmacker. P. (2010), "Advergames: the impact of brand prominence and game repetition on brand responses", Journal oj Advertising. Vol. 39 No. 1, pp. 5-18. • Chaney, Isabella M., Ku-Ho Lin, James Chaney (2004), « The Effect of Billboards within the Gaming Environnement », Journal of Interactive Advertising, 5 (1). • Choi Y, Yoon S, Lacey H. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal Of Business Research [serial online]. August 2013;66(8):996-1003 • Edwards E. Plug (The product) and play. The Washington Post 2003:A1. January 26. • Gross, Michelle L. (2010), « Advergames and Effect of Game Product Congruity: Online Interractivity: Role of Technology in Behavior Change », Computers in Human Behavior, 26 (6), 1259-65 • Hernandez, Monica D., and Sindy Chapa (2010), « Adolescents, Advergames, ans Snack Foods: Effects of Positive Affect ans Experience on Memory and Choice », Journal of Marketing Communications, 16 (1-2), 59-68. • Nebenzahl, Israek D., and Eugeme Secunda (1993), « Consumers’ Attitudes Toward Product Placement in Movies », International Journal of Advertising, 12 (1), 1-11 • Nelson, Michelle R. (2002), « Recall of Brand Placement in Computer/Video Games », Journal of Advertising Research, 42 (2), 80-82 • Redondo, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11), 1671-1688. • Schemer, C., Matthes, J., "Wirth, W. and Textor, S. (2008), "Does 'Passing the Courvoisier' always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos", Psychology & Marketing. Vol. 25 No. 10, pp. 923-43. • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112. • Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (2006), « The Effectiveness of ‘in-game’ Advertising », Journal of Advertising, 35 (4), 143-52
- 31. BIBLIOGRAPHIE • https://play.google.com/store/apps/details?id=com.playstation.allstars.island&&referrer=utm_content%3Dbf12747d-7109-4ba6-b939- a7b51fcaa206%26utm_medium%3Dad-analytics%26utm_source%3Dflurry%26utm_campaign%3Dcokezerogaming.com%252520landing%252520page • http://archive.indianexpress.com/news/social-gaming-going-mobile-says-zynga-ceo-mark-pincus/1100861/ • http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/ • http://www.adweek.com/news/technology/obama-taps-video-games-early-voting-143717 • http://www.gamespot.com/articles/obamas-in-game-ad-bill-445k/1100-6200232/ • Http://www.gamespot.com/articles/obama-campaigns-in-burnout-17-other-games/1100-6199379/ • http://elections.gmu.edu/Early_Voting_2008_Final.html • http://www.flurry.com/solutions/advertisers/brands • http://theconversation.com/advergames-play-with-nutrition-by-making-fast-food-rewarding-20816 • https://www.chartboost.com/en/insights/ios-cpi-by-country • Conférences MIGS 2013 • Kongregate • King
- 32.
Editor's Notes
- #5 http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/
- #6 http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/
- #7 Edwards E. Plug (The product) and play. The Washington Post 2003:A1. January 26.
- #9 http://shop.virtuix.com/Omni-Natural-Motion-Interface-p/virtuix-omni-0002.htm
- #10 Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
- #11 Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
- #12 Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
- #13 Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
- #14 Choi Y, Yoon S, Lacey H. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal Of Business Research [serial online]. August 2013;66(8):996-1003
- #15 http://www.adweek.com/news/technology/obama-taps-video-games-early-voting-143717 http://www.gamespot.com/articles/obamas-in-game-ad-bill-445k/1100-6200232/ Http://www.gamespot.com/articles/obama-campaigns-in-burnout-17-other-games/1100-6199379/ http://elections.gmu.edu/Early_Voting_2008_Final.html
- #16 http://www.flurry.com/solutions/advertisers/brands
- #17 http://www.digitalbuzzblog.com/mcdonalds-creates-branded-farmville-farm/
- #18 Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2), 95-112
- #19 Nelson, Michelle R. (2002), « Recall of Brand Placement in Computer/Video Games », Journal of Advertising Research, 42 (2), 80-82 Chaney, Isabella M., Ku-Ho Lin, James Chaney (2004), « The Effect of Billboards within the Gaming Environnement », Journal of Interactive Advertising, 5 (1). Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (2006), « The Effectiveness of ‘in-game’ Advertising », Journal of Advertising, 35 (4), 143-52 Nebenzahl, Israek D., and Eugeme Secunda (1993), « Consumers’ Attitudes Toward Product Placement in Movies », International Journal of Advertising, 12 (1), 1-11
- #20 Gross, Michelle L. (2010), « Advergames and Effect of Game Product Congruity: Online Interractivity: Role of Technology in Behavior Change », Computers in Human Behavior, 26 (6), 1259-65 Hernandez, Monica D., and Sindy Chapa (2010), « Adolescents, Advergames, ans Snack Foods: Effects of Positive Affect ans Experience on Memory and Choice », Journal of Marketing Communications, 16 (1-2), 59-68. Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
- #21 Kretchmer, Susan B. (2005), "Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play," paper presented at DIGTAR
- #22 http://theconversation.com/advergames-play-with-nutrition-by-making-fast-food-rewarding-20816
- #23 http://archive.indianexpress.com/news/social-gaming-going-mobile-says-zynga-ceo-mark-pincus/1100861/
- #24 https://play.google.com/store/apps/details?id=com.playstation.allstars.island&&referrer=utm_content%3Dbf12747d-7109-4ba6-b939-a7b51fcaa206%26utm_medium%3Dad-analytics%26utm_source%3Dflurry%26utm_campaign%3Dcokezerogaming.com%252520landing%252520page
- #25 Redondo, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11), 1671-1688. Cauberghe, V. and De Pelsmacker. P. (2010), "Advergames: the impact of brand prominence and game repetition on brand responses", Journal oj Advertising. Vol. 39 No. 1, p. 5-18. Schemer, C., Matthes, J., "Wirth, W. and Textor, S. (2008), "Does 'Passing the Courvoisier' always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos", Psychology & Marketing. Vol. 25 No. 10, pp. 923-43. Breton, S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York, NY.
- #26 Présentation King MIGS 2013 https://www.chartboost.com/en/insights/ios-cpi-by-country
- #27 Présentation King MIGS 2013
- #28 Présentation Kongregate MIGS 2013
- #29 http://www.distimo.com/appiq