Individual media: Computer and video games

 

Videogaming is now one of the most popular past-times, with the average gamer being 28 years old and spending around 10.9 hours per week playing. Contrary to popular perception, research has also foun ...

In this article, Peter Mouncey, Editor of the International Journal of Market Research, and Roderick White, Editor of Admap, report on the MRS Conference 2008. They cover a broad range of themes, incl ...

The in-game environment has become an area of increasing interest to advertisers, with the computer game market estimated to be worth $805 million by 2012, a total rising to $2 billion when taken to i ...

This study addresses incidental advertising exposure effects in online games by manipulating both the location (low proximity versus high proximity) and the message content (visual versus verbal) of a ...

Previous studies suggest that the presentation of an advertisement largely determines how well consumers receive the message. Video games have many elements that make them ideal platforms for advertis ...

Advergames are increasingly being used as part of a marketing campaign to promote products and brands. Previous research investigating the extent to which game players absorb messages in interactive e ...

To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study. Damian Thompson, head of consumer insight, charts the growth of gaming and discusses ...

Gaming, in certain forms, is becoming more acceptable and has a place in education. The author explains how simple online games can be a valuable learning tool and describes how gaming has been used i ...

The authors examine the opportunities for brands and businesses within gaming which, they say, is now bigger than film, music and video. It is set to become a $54.6 billion industry by 2009. They cite ...

In this study the relationship between involvement, presence, and ad judgment in a computer-mediated communications environment was investigated. A popular computer game was modified to incorporate ad ...

The practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering com ...

Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers. Despite its growing popularity, very little is known about the formation of att ...

Increased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications. In the past, casinos have tradition ...

With online gaming becoming a major entertainment form, there are growing concerns that websites promoting gambling and violent games have undesirable effects. Such concerns have led to numerous calls ...

Players from all demographic groups are spending more and more of their leisure time playing multiplayer online games. As such, the gaming environment may be a more suitable vehicle to reach target ma ...

Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten ...

Using netnography and questionnaires, we examine how commercial practices are interpreted by electronic game-players. An analysis of 805 postings on Slashdot (2002-2004) revealed active discussions an ...

The effect of video game violence on children has long been a controversial topic. Ellen Wolock looks for some answers, examining existing research, drawing on her experience and she asks some interes ...

Online games are viewed as the killer application service of electronic commerce, and it arouses the question for businesses and government as how to develop the online game market. This exploratory p ...

Bill Gash summarises the present state of interactive television. He lists the additional uses the medium can be used for outside of normal viewing and believes that games and betting are the most po ...

Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racing game acro ...