In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game

Ben Lewis and Lance Porter

This quasi-experimental survey involves 100 participants aged 18-24 years, conducted to measure effects of advertising schema congruity in a massively multiplayer online role-playing game (MMORPG) and other aspects of gameplay experience.

In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game

Ben Lewis and Lance Porter

Recent research has documented the increased migration of men, aged 18-34 years, from watching television to playing console and computer games during their leisure time (Activision 2005; Chaney, Lin, and Chaney 2004; di Cesare 2005; Donaton 2003; Reynolds 2004; Stanley 2004; Takahashi 2000). Nielsen Media Research has found a gradual decline in television viewing habits among this same audience, who make up approximately 12% of the total television audience and account for around $4.3 billion in...

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