In-game Branding

Information and insights on in-game branding as a marketing channel

In-game Branding

ARF Ogilvy Awards, Gold, Entertainment & Sports, 2014
This case study describes how Ford Motors partnered with EA, the video games company, to target 25-49 year old men in the US with a new car model. Research had found that this target group primarily spent their free time watching sports and playing video games, and that they were cynical towards advertising.

Yarden Yaroshevski, Market Leader, Quarter 2, 2014
This article discusses the opportunity tablets represent for brands in accessing high value tablet users in the UK. Tablet users tend to be higher value consumers, and are also easily bored. 28% of them play games whilst watching TV - it is speculated that this is because this group of people are used to high pressure environments and crave additional stimulation whilst watching TV.

Shekhar Deshpande, Account Planning Group - (UK), Shotlisted, Creative Strategy Awards 2013
This case study describes how instead of a TV ad campaign Helix, the motor oil brand owned by Shell, created a TV programme which told the stories of extreme car journeys. The programmes gently demonstrating the importance of the product through 'oil vs ...' features, which emphasised its value and durability with various tests and demonstrations.

Hui-Fei Lin, International Journal of Advertising, Vol. 33, No. 1, 2014
The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low level of attention) × 2 (placement location: focal vs peripheral) × 2 (type of brand: high-familiarity brand vs low-familiarity brand) between-subjects design to examine whether the type of game, type of brand and product placement of mobile phone games affect gamers’ (N = 324) memories, attitudes towards product placement and purchase intentions.

Hyung-Min Kim, International Journal of Mobile Marketing, Vol. 8, No. 2, 2013
With the advent of smartphones, the global mobile applications market has increased exponentially. In particular, mobile games have become extremely popular.

Gina A. Tran and David Strutton, Journal of Advertising Research, Vol. 53, No. 4, 2013
In-game advertising (IGA) may offer an attractive opportunity for advertisers to reach an elusive consumer segment if messaging is managed effectively. In this study, the authors applied media uses and gratification theory to investigate factors related to gamers' acceptance of advertisements in online games across various platforms.

Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches.

Soontae An and Hannah Kang, International Journal of Advertising, Vol. 32, No. 4, 2013
Advergames, blending advertising messages with interactive games, aggressively target young children online. Due to the immersive and embedded nature of commercial messages in advergames, it is important to provide a cue to trigger children’s persuasion knowledge of the marketplace and advertising.

Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign in China to promote BenNaNa, an ice cream brand owned by Nestlé, which targeted children with digital marketing. The BenNaNa product is appealing to children as it features a peel-able jelly 'skin' which reveals an ice cream 'banana'.



In-Game Advertising

An overview from the Advertising Research Foundation


In-game Branding

Warc's pick of the most effective case studies


In-game Branding

Gaming focus in the October 2010 issue


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