The effect of product placement in computer games on brand attitude and recall

Thomas Mackay, Michael Ewing, Fiona Newton and Lydia Windisch

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand.

The effect of product placement in computer games on brand attitude and recall

Thomas Mackay, Michael Ewing, Fiona Newton and Lydia WindischMonash University

INTRODUCTION

American software sales in the computer and video game category reached US$7.4bn in 2006, an increase of 6% (Entertainment Software Association (ESA) 2007a). Overall sales have nearly trebled since 1996 (ESA 2007a). In Australia alone, the predicted value of in-game advertisements has been placed at AU$1.25bn (Manktelow 2005; Schneider & Cornwell 2005). As such, product placement has evolved from the use of products as props supplied freely by organisations...

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