In-Game Advertising: Customer Perception and Effectiveness

Abstract

Nowadays, mobile games and applications are becoming increasingly popular with Internet users, including the Russians. With the growing number of gamers and the increasing influence of the Internet on leisure of modern people, in-game advertising is becoming a widespread and promising means of marketing communications. Marketers claim that gamification on mobile platforms can induce unprecedented brand interactions with consumers, and increase brand awareness and memorability. However, whether in-game advertising is effective in influencing consumer behavior has not been sufficiently studied, which indicates relevance of studies such as ours. The article examines the phenomenon of in-game advertising, defines different types of it. On the basis of the analysis of empirical studies, the characteristics of the effects of in-game advertising on consumers were given. The author analyzes importance of in-game ad characteristics such as ad size, dynamics, in-game placement and frequency of ad impressions. This article presents evidence that both well-known brands and little-known ones need to utilize different means of in-game advertising. Further directions of study on effectiveness of in-game advertising were defined.