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...