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In-game advertising

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Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

News

HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...

News

SAN FRANCISCO: Twitch is looking to expand beyond its e-sports origins while new features put it in direct competition with the likes of YouTube, and marketers ought to take notice, an industry figure has said.

Opinion

This is a guest post from Chaya Soggot, founder and chief executive of adtech firm, Woobi Over the past decade the advertising industry has gone through quite the revolution.

Research Paper

This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

Article

This event report shows how Toyota, the automaker, has utilised a tie-up with the Fantasy Football service run by Yahoo! to connect with consumers both online and offline.

Article

This article discusses the evolution of video games into an attraction to new demographics and age-groups, and explains the opportunities for advertisers to engage with in-game advertising.

Article

This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.

Article

This short article discusses Twitch, the live-streaming service that has become the biggest such platform in the world.

Research Paper

A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment.

Article

This event report considers how brands can tap into social gaming, an addictive and increasingly popular leisure activity for both men and women.

Article

This event report outlines how Oculus, a firm spearheading the virtual-reality revolution, is seeking to ensure its products can become a mass-market success.

Article

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.

Research Paper

Research undertaken into the role of gamification in online surveys has already clearly demonstrated that applying some gamification principles can significantly increase the richness of spontaneous data and participant engagement, as well as the time that participants take to complete a survey.

Article

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

Research Paper

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.

Article

This guide covers the games advertising ecosystem, seeking to understand game play, the core game types, and advertising categories for marketers to reach consumers.

Article

This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.

Research Paper

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.

Article

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

Research Paper

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.

Article

This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Research Paper

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.