Submitted by Renata Lopes (renatasil82@gmail.com) on 2015-12-15T13:55:53Z No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2015-12-15T15:46:07Z (GMT) No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) / Made available in DSpace on 2015-12-15T15:46:07Z (GMT). No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) Previous issue date: 2015-03-27 / Esta pesquisa propõe mapear e analisar um modelo específico de publicidade nos jogos eletrônicos e as repercussões dessa estratégia no comportamento dos jogadores. Entre as classificações existentes, será trabalhado o in-game advertising – correspondente à inserção de um dado produto ou marca em um jogo desenvolvido por uma produtora sem vínculos diretos com os anunciantes. O nível de conexão entre a publicidade e o contexto do jogo (congruência) pode causar diferentes efeitos na memória do usuário, influenciando sua afinidade com a marca, intenção de compra, entre outros aspectos. O pragmaticismo de Peirce e suas ferramentas metodológicas nortearão a realização deste trabalho, amparado por autores como Huizinga, Santaella, Jenkins, Edery, Mollick e outros. A fim de testar a eficácia do in-game advertising foi conduzida uma pesquisa qualitativa com um grupo de jogadores entusiastas para avaliar os possíveis efeitos da publicidade congruente no ciberespaço de um jogo eletrônico. O jogo 2014 FIFA World Cup Brazil, da Electronic Arts, foi escolhido para este propósito por conter in-game advertising e publicidade congruente com o contexto do game. Em suma, busca-se com este trabalho compreender a eficácia comunicacional de mensagens publicitárias congruentes com o contexto de um jogo eletrônico, avaliando a perspectiva da recepção. / This research proposes to map and analyze a specific model of advertising in video games and the impact of this strategy on the behavior of players. Among the existing classifications, we will be working with the “in-game advertising” - corresponding to the insertion of a product or brand in a game developed by a producer without direct links to advertisers. The level of connection between advertising and the game context (congruency) can cause different effects in user memory, influencing their affinity with the brand, purchase intention, among other elements. Peirce’s pragmaticism and it’s methodological tools will guide this work, supported by authors such as Huizinga, Santaella, Jenkins, Edery, Mollick and others. In order to test the effectiveness of ingame advertising it was conducted a qualitative research with a group of enthusiastic players to assess the possible effects of consistent advertising in cyberspace of a video game. The FIFA World Cup Brazil 2014 game, developed by Electronic Arts, was chosen for this purpose because it contains in-game advertising and advertising congruent with the game context. In short, with this work we aim to understand the communication effectiveness of advertising congruent with the context of a video game, assessing the perspective of the consumers.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-09-26T14:12:13Z No. of bitstreams: 1 Rafael Giuzio dos Santos.pdf: 4421552 bytes, checksum: 7b1cbb0bba43094445871e9f44157abe (MD5) / Made available in DSpace on 2016-09-26T14:12:13Z (GMT). No. of bitstreams: 1 Rafael Giuzio dos Santos.pdf: 4421552 bytes, checksum: 7b1cbb0bba43094445871e9f44157abe (MD5) Previous issue date: 2016-05-19 / The core aim of this research is the analysis and study of marketing within digital games. A field research led to the object of this study, which the lack of consistent and meaningful marketing action within digital games architected by developers, which leads to market limitations including fundraising. By inserting advertising and marketing into digital games it is possible for the developer, a sharp inception into the consumer market, once the relevance and the impact that marketing can generate for either the developer, for a target audience as well as brands and sponsors is clear. Through the analysis of digital media and marketing theories we understand the scope of this theme. As for the methodological aspects, we highlight the review of Bioshock. The results obtained came out through the analysis of the posters that are inserted within the environment of Bioshock. The results of this analysis demonstrate that marketing actions can be inserted in a digital game environment in a natural way in the eyes of the players, not being awkward nor unconfortable, at the same time it may become a fundraising channel for developers and a channel of propaganda and promotion of brands to small, medium or large entrepreneurs , medium and large / A pesquisa tem como objetivo central desta analise é o estudo do marketing dentro dos jogos digitais. Uma pesquisa de campo deu origem ao objeto de estudo, sendo esse a ausência de coerência e representatividade do marketing dentro dos jogos arquitetados por desenvolvedores, o que acarreta em limitações de mercado dentre eles a captação de recursos. Através da inserção de marketing e publicidade dentro dos jogos digitais e possível ao desenvolvedor, de forma contundente, lançar-se para o mercado consumidor, uma vez que seja clara a relevância e o impacto que o marketing pode gerar tanto para o desenvolvedor quanto para o seu publico alvo quanto para marcas e patrocinadores. Através da analise das mídias digitais e das teorias de marketing compreende-se o alcance desta temática. Quanto aos aspectos metodológicos destacamos a análise do Bioshock. Os resultados obtidos são as analises dos pôsteres que estão inseridos dentro do ambiente em Bioshock. A partir dessa analise os resultados encontrados demonstram que as ações de marketing podem sim acontecer dentro de um ambiente de um jogo digital e de maneira natural aos olhos dos jogadores, sem lhes causar estranheza ou desconforto, e serem um canal de captação de recursos para desenvolvedores e um canal de propaganda e promoção de marcas para empreendedores de pequeno, médio e grande porte

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Introduktion: Produktplacering I TV och datorspel har ökat dramatisk under senare åren. Detta till stor del för att datorspelutvecklare idag kan återge pro-dukter med hög detaljrikedom. En hög återgivningsgrad är dock ingen förut-sättning för att lyckas med en produktplacering.  Istället torde det finnas fler faktorer som påverkar spelares attityd emot de produkter som exponeras i spel. Denna studie försöker bidra med kriterier som kan vara viktiga för en spelare vid produktplacering i förstapersonsskjutarspel. Forskningsfråga: Vilka kriterier kan vara betydelsefulla för generation Y och Z rörande produktplacering i FPS-spel? Metod: Denna studie behandlar FPS-spel som ett fall. Den startar kvalitativt inriktad för att sedan övergå mer kvantitativt. De empiriska data som har bli-vit insamlade är först från en fokusgrupp som hjälpt till att skapa de kriterier som sedan undersöks genom en enkät. Resultat: utifrån fokusgruppen tolkade författarna av studien åtta kriterier som antogs vara av betydelse för FPS-spelare. Slutsats: Informationssamlande, dynamisk produktplacering och tematisk överensstämmelse  anses vara av stor betydelse för båda generationerna. / Introduction: Product placements in TV and computer games have increased dramatically in recent years. This is largely due to the fact that it’s possible for computer game developers to show great details in the games through graphic rendering. However, a high graphic rendering is not likely to be the sole factor affecting players’ attitudes toward the products exposed in a game. This study tries to provide some of the other criteria that might be im-portant when using product placement in first-person-shooter-games. Research question: Which criteria can be significant for generation Y and Z concerning product placement in FPS-games? Methods: This study treats the FPS-game genre as a case. The study is di-vided in two parts with the first part starting of qualitatively oriented and the second parts proceeds in a more quantitatively oriented manner. The empiri-cal data that was gathered came from a focus group and the empirical data was later tested by a questionnaire. Results: Eight possible criteria for successful product placement in FPS-games were derived from the focus group. Conclusion: Information gathering, thematic congruence and dynamic prod-uct placement is considered to be of high importance for both generations.

Advertisers keep seeking new ways to target a wider audience while game developers are trying to monetize their game. This study investigates how Virtual Reality (VR) interactions influence user's sense of presence and brand awareness; specifically brand recall and brand recognition. A 2 (familiar/unfamiliar brands) x 2 (high/low game interactions) between subject design user study was created where 40 participants were recruited to participate in a self-made Virtual Reality game built in Unity. The game objective was to walk through a virtual city and locate the stadium while passing by billboards with static advertisements which the users were not informed about. The data have been collected through post and pre-experiment surveys in addition to two memory tests; brand recall and brand recognition. The results show that users that have the option to interact more with the VR environment can have a slight increase in their sense of presence as well as their recognition to both familiar and unfamiliar brands. Virtual reality in-game advertising can make advertisers unlock new audiences who can not target with traditional media while developers can unlock new revenue streams through entire gaming sessions without disrupting the user experience. / Marknadsförare letar ständigt efter nya vägar att nå ut till en bredare målgrupp samtidigt som spelutvecklare strävar efter att utveckla spel som genererar inkomster. Denna studie undersöker hur interaktioner i Virtual Reality (VR) påverkar användares känsla av närvaro och medvetenhet gällande varumärken; specifikt vad gäller varumärkesåterkallelse och varumärkesigenkänning. En 2 (kända/okända varumärken) x 2 (hög/låg spelinteraktion) mellan-ämnesdesign har använts i en användarstudie där 40 deltagare rekryterades till att delta i ett egentillverkat VR-spel skapat i Unity. Spelet gick ut på att gå genom en virtuell stad för att hitta Stadion och samtidigt passera skyltar med statisk reklam som användaren inte informerades om i förväg. Data har samlats in genom undersökningar före och efter experimentet och två minnestester har genomförts; varumärkesåterkallelse och varumärkesigenkänning. Resultaten visar att användare som har möjlighet att interagera i större utsträckning med VR-miljön kan ha en ökad känsla av närvaro och igenkänning av kända och okända varumärken. Genom att marknadsföra i VR in-game kan marknadsförare nå ut till nya målgrupper de inte når via vanlig media samtidigt som spelutvecklare kan skapa nya inkomstströmmar i spelsessioner utan att störa användarupplevelsen.

Denna undersökning behandlade ämnet IGA (in-game advertising). 8 undersökningsdeltagare spelade ett 2D-platformer-spel som innefattade två reklamtyper: en reklamtavla och en pop-up-reklam, som båda visade stillbildsreklam för fiktiva spel. Deltagarnas åsikter om reklamtyperna och huruvida de lade märke till endera reklamtyp mättes med hjälp av en digital enkät. Undersökningen tog stöd i tidigare forskning om IGA, gällande åsikter om reklam i spel och uppmärksamhet mot den. Bland annat LC4MP (limited-capacity model of mediated message processing) och vanliga sätt att mäta recall och recognition låg till grund för undersökningens utformning. Resultatet antyder att det är möjligt att ha en reklamtavla och pop-up-reklam i samma spel utan att någondera reklamtyp tar för mycket uppmärksamhet eller får bättre omdöme än den andra. Framtida forskning diskuterades där bland annat spelerfarenhet kan undersökas vidare i samma utformning som denna undersökning hade. Det är även möjligt för spelföretag att undersöka ämnet vidare.

本研究欲了解「大家來找碴」（Spot the Differences）此類偵測作業的遊戲在設計時應注意的元素為何？兩個實驗皆為參與者內設計，在實驗一中操弄產品置入在遊戲畫面中的聚焦區（area of interest, AOI）與否，以及產品是否為遊戲目標，測量偵測的正確率、反應時間和再認表現，以檢視產品置入在遊戲中是否能吸引注意力？結果發現當產品置入在聚焦區時的反應時間快於在非聚焦區。當產品是遊戲目標時的再認表現，優於不是遊戲目標時；而當產品位在非聚焦區時的再認表現，會優於廣告在聚焦區時。然而，實驗一中的產品並未包含商標，為進一步探討探討廣告效益，在實驗二中加入有商標的廣告商品，並使用眼動儀，測量參與者對商品的眼動處理模式，如凝視時間（fixation duration）與凝視次數（number of fixation），並請參與者評估對商品的喜好程度和購買意圖。結果發現商品置入在聚焦區的反應時間顯著快於非聚焦區，但商品置入在非聚焦區時的再認表現、喜好程度和購買意圖皆優於置入在聚焦區時。眼動的結果發現，商品是遊戲目標時和在聚焦區時有更長的凝視時間和更多的凝視次數。依據實驗一與實驗二的結果顯示，參與者有可能是在無意識受到商品曝光的影響而產生廣告效果，建議未來研究可加入內隱指標探討當商品位在非聚焦區時的廣告效果，以提供更直接的證據驗證。 / The purpose of this study is to investigate what elements that we should notice when we design kind of Spot-the-Differences games. Two within-subject-designed experiments were conducted. In experiment 1, we manipulated the location of products（area-of-interest or non-area-of-interest）and the type of products（target or non-target）to examine how products attract our attention in in-game advertising.. The results of experiment 1 showed that when products were in the AOI, the reaction times were shorter than those in non-AOI. However, participants could recognize the products better when they were in non-AOI. Furthermore, participants could recognize the products better when products were the targets than non-targets in the game. In order to investigate the effect of in-game advertising, in experiment 2, we added trade mark and used an eye tracker to examine the role of visual attention in-game advertising. Besides, we used liking and purchase intention as an index of advertising effects. The results of experiment 2 showed that products that were in the AOI attracted participants' attention more quickly. However, products in non-AOI showed better recognition performance, liking and purchase intention than those in AOI. The results of eye movements showed that longer fixation duration and more fixation number was observed for targets than for non-targets. According to the results, the effects of advertisement may be resulted from participants being exposed for products in an unconscious manner. Future studies could add the index of unconscious processing to clarify the implicit effects of in-game advertising.

Smartphones have become a staple in many people's day to day lives and we’re playing more games on them than ever before. This has lead to the gaming market being filled with thousands upon thousands of games to choose from. A lot of these games are using commercials and advertisement as a way to generate income for the developers. This can however have a negative impact on the player's user experience. In order to gain a deeper understanding of the impact different factors of advertisements have on user experience and how developers can minimize the negative impact of their advertisements, a survey of advertisements in mobile games was done, followed by a series of semi-structured interviews with users of mobile games.The result was better knowledge of which factors affected aspects of the user experience, as well as three guidelines that developers can follow when implementing advertisement in their games, to minimize the negative impact their ads have on the player's user experience. / Smartphones har blivit en central del av många personers dagliga liv och många av användarna spelar spel på sina smartphones. Detta har lett till en marknad som kryllar av spel för användare att välja och vraka mellan. Många av de här spelen använder sig av reklam för att generera intäkter till utvecklarna. Den här reklamen kan dock medföra en negativ påverkan på spelarnas användarupplevelse. För att bättre förstå hur olika faktorer hos reklamen påverkar aspekter hos användarupplevelsen och vilka åtgärder utvecklare kan ta för att minimera den negativa påverkan som deras reklam har så utfördes en kartläggning av mobila spel, följt av en rad semistrukturerade intervjuer med användare av mobila spel. Arbetet resulterade i djupare förståelse för hur olika faktorer hos reklamen påverkar användarupplevelsen, samt tre stycken riktlinjer som utvecklare kan följa när de implementerar reklam i sina spel, för att minimera den negativa påverkan som reklamen har på spelarens användarupplevelse.

Virtual reality tech is new, exciting and full of opportunities.Despite this the gaming section of virtual reality does not grow asfast as it was predicted it would be. Headsets and games areexpensive and perhaps a market model similar to the mobile gamingmarket would do the new tech good. A model that is heavily reliant onadvertisements and low prices.The purpose of this thesis is to show that virtual reality games areas viable an advertising target as mobile games that are a popularadvertisement medium. The study uses 2D billboard advertisements asthey are a non-intrusive advertisement format that can be implementedin a similar fashion on a mobile game and VR game.For this study two games were developed, one that runs on a OculusQuest VR headset and one for mobile Android devices. The games are asclose to each other as possible in terms of objective and settingwith the same advertisements implemented in them, each game featurestwo levels, one level contains advertisements and one does not.Surveys are used to find data regarding how the advertisementsaffected the game experience on both platforms. Interviews were thenconducted to find more qualitative information and to explain theresults as well as to find out what makes an advertisement good ortolerable.

We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. Then, we form a research framework and propose hypotheses around the research question. Next, we report the results of the field research, prototype design, and user study. The prototypes run in mobile browsers and are tested on virtual reality goggles with smartphones attached. Based on the results, we discuss the design of interactivity and immersion, the design’s impacts on consumer learning and game experience as well as the correlation between game experience and consumer learning. The main contributions of the work are an original research framework and a set of design considerations that can be utilized to evaluate and improve the effectiveness of in- game advertisements for virtual reality games. / Vi presenterar en tidig utforskning av reklam i spelet för virtuell verklighet-spel. Studien undersöker hur interaktivitet och inlevelse påverkar konsumentlärande och - spelupplevelse. Först etableras en teoretisk grund för att förstå interaktivitet och inlevelse i virtuella spelmiljöer. Sedan skapas ett ramverk för forskning samt hypoteser kring frågeställningen. Sedan rapporterar vi resultaten från fältforskning, prototyp och användarstudie. Prototyperna körs i mobila webbläsare och testas på virtuell verklighet- glasögon med smartphones inuti. Baserat på resultaten, diskuteras utformning av interaktivitet och inlevelse, dess effekter på konsumentlärande och -spelupplevelse, samt sambandet mellan spelupplevelse och konsumentlärande. De viktigaste bidragen från arbetet är ett ramverk för forskning och en uppsättning av designöverväganden som kan användas för att utvärdera och förbättra effektiviteten hos reklam i virtuell verklighet-spel.