How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising

Martin Smith, Bobby Mackie, Sally Sun, John Sutherland

Research output: Contribution to conference typesPaperResearchpeer-review

Abstract

Marketing messages are everywhere, even in the digital world of gaming, advertising and product placements make regular appearances. However, not every game is suited to In-Game Advertising and as such companies have had to look at alternative ways of associating their brands with games. The purpose of our study was to examine the attitudes of gamers towards the concept of Around-Game Advertising, which we define as ‘Advertising and promotion linked to video and computer games through non-intrusive around game displays or licensing of game branding with associated third-party products’ (Smith et al., 2014). Participants (N=32) considered to be expert gamers, were exposed to four different brands of carbonated soft drinks or energy drinks as well as viewing eleven associated advertisements which had associations with sixteen different games deemed unsuitable for In-Game Advertising. Data was collected through questionnaires completed before and after participating in a focus group. Results showed that that this form of advertising, gamer attitudes and buying behaviour can be positively influenced through exposure. In addition, a comparison of the ordinal regression models, showed that their influence factors for buying decisions were also influenced.
Original languageEnglish
Pages1-17
Number of pages17
Publication statusPublished - 8 Aug 2014
EventLCBR European Marketing Conference 2014 -
Duration: 7 Aug 20148 Aug 2014

Conference

ConferenceLCBR European Marketing Conference 2014
Period7/08/148/08/14

Fingerprint

Coca-Cola
Soft drinks
Licensing
Marketing
Computer games
Video games
Ordinal regression
Regression model
Focus groups
Questionnaire
Branding
Energy
Gaming
Influence factors
Buying behaviour
Drinks
Product placement

Keywords

  • Game Advertising
  • Video Games
  • Computer Games
  • Promotional Merchandising
  • Consumer Attitudes
  • Consumer Buying Behaviour

Cite this

Smith, M., Mackie, B., Sun, S., & Sutherland, J. (2014). How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising. 1-17. Paper presented at LCBR European Marketing Conference 2014, .
Smith, Martin ; Mackie, Bobby ; Sun, Sally ; Sutherland, John. / How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising. Paper presented at LCBR European Marketing Conference 2014, .17 p.
@conference{875225dd78b64af0a20869ffb680a12a,
title = "How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising",
abstract = "Marketing messages are everywhere, even in the digital world of gaming, advertising and product placements make regular appearances. However, not every game is suited to In-Game Advertising and as such companies have had to look at alternative ways of associating their brands with games. The purpose of our study was to examine the attitudes of gamers towards the concept of Around-Game Advertising, which we define as ‘Advertising and promotion linked to video and computer games through non-intrusive around game displays or licensing of game branding with associated third-party products’ (Smith et al., 2014). Participants (N=32) considered to be expert gamers, were exposed to four different brands of carbonated soft drinks or energy drinks as well as viewing eleven associated advertisements which had associations with sixteen different games deemed unsuitable for In-Game Advertising. Data was collected through questionnaires completed before and after participating in a focus group. Results showed that that this form of advertising, gamer attitudes and buying behaviour can be positively influenced through exposure. In addition, a comparison of the ordinal regression models, showed that their influence factors for buying decisions were also influenced.",
keywords = "Game Advertising, Video Games, Computer Games, Promotional Merchandising, Consumer Attitudes, Consumer Buying Behaviour",
author = "Martin Smith and Bobby Mackie and Sally Sun and John Sutherland",
year = "2014",
month = "8",
day = "8",
language = "English",
pages = "1--17",
note = "LCBR European Marketing Conference 2014 ; Conference date: 07-08-2014 Through 08-08-2014",

}

Smith, M, Mackie, B, Sun, S & Sutherland, J 2014, 'How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising' Paper presented at LCBR European Marketing Conference 2014, 7/08/14 - 8/08/14, pp. 1-17.

How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising. / Smith, Martin; Mackie, Bobby; Sun, Sally; Sutherland, John.

2014. 1-17 Paper presented at LCBR European Marketing Conference 2014, .

Research output: Contribution to conference typesPaperResearchpeer-review

TY - CONF

T1 - How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising

AU - Smith, Martin

AU - Mackie, Bobby

AU - Sun, Sally

AU - Sutherland, John

PY - 2014/8/8

Y1 - 2014/8/8

N2 - Marketing messages are everywhere, even in the digital world of gaming, advertising and product placements make regular appearances. However, not every game is suited to In-Game Advertising and as such companies have had to look at alternative ways of associating their brands with games. The purpose of our study was to examine the attitudes of gamers towards the concept of Around-Game Advertising, which we define as ‘Advertising and promotion linked to video and computer games through non-intrusive around game displays or licensing of game branding with associated third-party products’ (Smith et al., 2014). Participants (N=32) considered to be expert gamers, were exposed to four different brands of carbonated soft drinks or energy drinks as well as viewing eleven associated advertisements which had associations with sixteen different games deemed unsuitable for In-Game Advertising. Data was collected through questionnaires completed before and after participating in a focus group. Results showed that that this form of advertising, gamer attitudes and buying behaviour can be positively influenced through exposure. In addition, a comparison of the ordinal regression models, showed that their influence factors for buying decisions were also influenced.

AB - Marketing messages are everywhere, even in the digital world of gaming, advertising and product placements make regular appearances. However, not every game is suited to In-Game Advertising and as such companies have had to look at alternative ways of associating their brands with games. The purpose of our study was to examine the attitudes of gamers towards the concept of Around-Game Advertising, which we define as ‘Advertising and promotion linked to video and computer games through non-intrusive around game displays or licensing of game branding with associated third-party products’ (Smith et al., 2014). Participants (N=32) considered to be expert gamers, were exposed to four different brands of carbonated soft drinks or energy drinks as well as viewing eleven associated advertisements which had associations with sixteen different games deemed unsuitable for In-Game Advertising. Data was collected through questionnaires completed before and after participating in a focus group. Results showed that that this form of advertising, gamer attitudes and buying behaviour can be positively influenced through exposure. In addition, a comparison of the ordinal regression models, showed that their influence factors for buying decisions were also influenced.

KW - Game Advertising

KW - Video Games

KW - Computer Games

KW - Promotional Merchandising

KW - Consumer Attitudes

KW - Consumer Buying Behaviour

M3 - Paper

SP - 1

EP - 17

ER -

Smith M, Mackie B, Sun S, Sutherland J. How can Coca-Cola Advertise in World of Warcraft? An Exploratory Examination of Gamers Attitudes towards Around-Game Advertising. 2014. Paper presented at LCBR European Marketing Conference 2014, .