Is IGA an effective approach of

advertising promotion?

Super-nature: Yan Hu, Wentao Guo, Tuo

Yang, Xuan Kan, Lingyuan Li

Content

Introduction

Research method

Theory framework

Market and why IGA works effectively towards the advertising area (graphs and charts)

Discussion and conclusion

Introduction

What is IGA?

“In-game advertising is a creative advertising alternative to traditional television and radiocommercials in which computer and video games are used as an advertising tool.”

introduction

Static IGA

The first examples of in-game Advertising

Consisting of virtual billboards or in-game product placements

Directly placed into the game, fixed and unchangeable

First example in 1978 “Adventure land”

For example

Introduction

Dynamic IGA

First appearance in mid 2000s

Changeable to geographical location or time of day

Ads can be tracked and evaluated

Ads can be altered remotely by the advertising agency

1. A poster campaign for Tripping the Rift in SWAT 42. Gamer sees billboard with “Click to Unveil” prompt, encouraging gamer interaction with the brand message

Purpose and problem statement

To measure the effectiveness of IGA as advertising promotion

Problem statement:

Does IGA (In-game Advertising) is an effective approach in marketing strategy that can affect the majority of customers dramatically? How effective is it?

Does IGA affect customers impressively compared with other types of advertising

How do gamers view the games and enterprise image when soft-advertisement was embedded in games?

Research method

Deductive research approach

More primary data (questionnaire) & secondary data (Bing company case) supports primary data

Exploratory study and less description study

Cross functional

SPSS

Close questions also open questions

Theoretical framework

Thinking

• Awareness• knowledge

Feeling

• Liking • Preference

Do

• Conviction• purchase

Theoretical framework cont.

Awareness

InterestDesireAction

MarketTarget group

Frequency

Percent Frequency

Percent

male female

Under 16 14 13.3 13 12.4

16-32 40 38.1 31 29.5

33-48 5 4.8 2 1.9

Above 48 0 0 0 0

total 59 56.2 46 43.8

Market development(secondary

data)

Why IGA is effective?

ADIA model analysis

Buyer-readiness stages analysis

Secondary data supported analysis

Attention from players

53%

33%

13%1%

Yes,always

Sometimes

Hardly ever

Never

Players interested by IGA

Yes, definitely 67%

Partly 21%

Not really 5%

I don’t know 7%

Players will consider trying the product appears in a game as IGA

27%

52%

20%1%

Yes,definitelyPartlyNot reallyI don’t know

AIDA results

Attention Interest Desire and Action

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

86% 85%79%75%

Primary dataSecondary data

Buyer-readiness stages analysis

Awareness and knowledge: 88% of people noticed the objects and brands in game

Liking and preference: 75 out of 105 think it interesting and roughly 60% of people are enjoying the ads and brands. (depends on what kind of ads built in game)

Conviction and purchase: how do people think of the brand and approximately 80% are willing to try the product or service.

Samples

Which combined with scene or landscape

Which combined with items

Which combined with game mission

Which combined with music and character

Others0

10

20

30

40

50

60

70

80

90

100

9. What kind of soft-advertisement built in games do you think to be most impressive?

Sample cont.

Creat

ive

and

inno

vativ

e

Dynam

ic a

nd e

nerg

etic

Stro

ng a

nd g

uara

ntee

d

Inte

rnat

iona

l and

pre

stig

ious

Outst

andi

ng a

nd re

spec

tabl

e

Misle

adin

g an

d un

real

istic

Decep

tive

and

harm

ful

Other

s0

20

40

60

80

11. If a company plants some soft-advertisements in the game, what do you think about this company or its brand?

Secondary data analysis

IGA can influence the public in various industries

IGA has high effectiveness

Can be set as various kinds of advertising objects

Players have positive attitude towards the company using IGA

Example: Microsoft Bing.com

High effectiveness

Players’ attitude

Discussion

A win-win situation for both sides

Similar researches imply more interesting results

Inevitable limitation for student research

Conclusion

IGA is high effectiveness

More impressive to customer than other ways of advertising but still need future develop

Various public relationships depend on the design of IGA objects

Customers tend to have positive attitude towards those companies using IGA

Thank you for attention!