In-game Branding

In-game branding as a marketing channel

In-game Branding

Stephen Whiteside, Event Reports, NRF Big Show, January 2015

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

Pippa Bailey, Gareth Pritchard and Hollie Kernohan, International Journal of Market Research, Vol. 57, No. 1, 2015
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. It is obviously appreciated that consumer engagement is critical for ensuring completion rates, reducing boredom within survey and also for panel membership moving forward, but the primary consideration and focus when designing any research survey has to be on accessing reality for the consumer and hence data validity.

Stephen Whiteside, Warc Trends, January 2015

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

David Ward, ANA Magazine, Fall 2014

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.

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.

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.

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.



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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