Exploring In-Game Advertising and Brand Recall

Naglaa Diaa Ramzy (), Sireen Abdulhalim () and Pansee Mashaly ()
Additional contact information
Naglaa Diaa Ramzy: Helwan University
Sireen Abdulhalim: Future University in Egypt
Pansee Mashaly: Future University in Egypt

No 8711878, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Digital gaming is increasingly recognized as one of the most important entertainment sectors worldwide, turning it into a promising medium for advertisers. Games are extremely engaging, interactive and challenging, as a result, it attracted advertisers who are seeking the attention of the customers through a nontraditional medium to convey their advertising messages. Along with this growth in digital games, there are several important contextual factors to consider in the selection and placement of the advertising messages in digital games. The objective of this research was to explore the effect of in-game advertising on brand recall processing. The quantitative approach was employed and a survey was distributed on 201 respondents applied on FIFA game players in Egypt. The results showed that in-game advertising has an effect on brand recall. Additionally, the position of the advertisement and time of appearance appear to be the most significant factor in affecting brand recall.

Keywords: In-Game; Advertising; -; Brand; Recall; -; Advergames-; Product; placement (search for similar items in EconPapers)
JEL-codes: M30 M37 M39 (search for similar items in EconPapers)
Pages: 1 page
Date: 2019-07
New Economics Papers: this item is included in nep-ara, nep-com, nep-ipr, nep-mkt, nep-ore and nep-pay
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Proceedings of the Proceedings of the 48th International Academic Conference, Copenhagen, Jul 2019, pages 49-49

Downloads: (external link)
https://iises.net/proceedings/iises-international- ... 87&iid=011&rid=11878 First version, 2019

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:8711878

Access Statistics for this paper

More papers in Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().