The impact of game customization and control mechanisms on recall of integral and peripheral brand placements in videogames

As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research.

The impact of game customization and control mechanisms on recall of integral and peripheral brand placements in videogames

Frank E. Dardis, Mike Schmierbach, and Anthony M. Limperos

Video and computer game sales in the United States nearly tripled from 1996 to 2006, reaching $7.4 billion, and in 2004, sales of videogame items surpassed cinema box office receipts for the first time (Walsh, Kim, and Ross 2008). An increasing number of companies thus are investing in in-game ads, which let brands interact with potential consumers in a more refreshing and engaging manner than other forms of advertising...

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