Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers

Click name to view affiliation

Beth A. Cianfrone Georgia State University, USA

Search for other papers by Beth A. Cianfrone in
Current site
Google Scholar
PubMed
Close
,
Galen T. Trail The Ohio State University, USA

Search for other papers by Galen T. Trail in
Current site
Google Scholar
PubMed
Close
,
James J. Zhang University of Florida, USA

Search for other papers by James J. Zhang in
Current site
Google Scholar
PubMed
Close
, and
Richard J. Lutz University of Florida, USA

Search for other papers by Richard J. Lutz in
Current site
Google Scholar
PubMed
Close
Restricted access

Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.

Cianfrone is with the Dept. of Kinesiology and Health, Georgia State University, Atlanta, GA 30302-3975. Zhang is with the Dept. of Tourism, Recreation and Sport Management, and Lutz, the Dept. of Marketing, University of Florida, Gainesville, FL 32611. Trail is with Sport Management, The Ohio State University, Columbus, OH 43210-1224.

  • Collapse
  • Expand
All Time Past Year Past 30 Days
Abstract Views 3335 465 56
Full Text Views 62 21 0
PDF Downloads 58 13 0