6. «Advergaming is more effective 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
10. PLACEMENT STATIQUE
Publicité intégré 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
Emplacement publicitaire intégré dans le jeu
Dév. Conclu.
Adver-game
Flexible Connection
IGA
Adver-gaming
Collecte de
données
Ciblage
Personnalisa-tion
Histoire Marché
Internet
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 the vote”
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
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-GAME ADVERTISING
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-GAME ADVERTISING
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
« Games specifically created to function as advertisements to
promote brands, where the entertainement content mimics
traditional game form. » (Kretchmer 2005)
21. ADVERGAME
• Secteurs intéressés:
• 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
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
• APP Analytics
• Taux Conversion
• Part de marché (APP IQ)
• …
Dév. Conclu.
Adver-game
IGA
Adver-gaming
Histoire Marché
29. CONCLUSION
www.advergamingnews.com
Informations supplémentaires
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
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.
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.
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.
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.
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
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
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
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.
Kretchmer, Susan B. (2005), "Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play," paper presented at DIGTAR
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.
Présentation King MIGS 2013
https://www.chartboost.com/en/insights/ios-cpi-by-country
