In-game Branding

In-game branding as a marketing channel

In-game Branding


James Needham, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Australian TV provider Foxtel created the Foxtel Alert Shirt, which turned professional sport from something you watch into something you're physically involved in.


Iris Vermeir, Snezhanka Kazakova, Tina Tessitore, Verolien Cauberghe and Hendrik Slabbinck, International Journal of Advertising, Vol. 33, No. 4, 2014
This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In two studies, the authors demonstrate that experiencing flow while gaming tends to contribute positively to affective outcomes, leading to more positive brand attitudes, but it has no impact on cognitive processing or brand recognition.

Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.


Philip Trippenbach, Admap, November 2014

This article draws out principles from highly engaging video games and applies them to the design of interactive brand experiences.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Lexus generated global awareness and consideration of its new IS model among an aspirational, younger audience, while continuing to reinforce key brand attributes like performance and style.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Sports Revolution, a sports media company, developed CelticLIVE, the world's first fully integrated high-density sports stadia wi-fi complete with a bespoke match day sports app.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how US-based insurance company State Farm used a native mobile advertising program to remind its auto insurance consumers of the company promise to get them back on the road when in need of repairs.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Kia Motors Australia built deeper engagement with target consumers and improved perceptions around Kia's quality and innovation credentials through maximising the impact of its Australian Open Tennis sponsorship.


Ruihong Tang and Danny Wang, ESOMAR, Congress, Nice, September 2014

The paper demonstrates a practical way of measuring videogame player emotions continuously throughout gameplay, building on the separate approaches of mechanics and narrative theories with neuroscience techniques.

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