The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently. We chose to make an observation in which we look at how product placement in computer games affect players' explicit memory and attitude towards the brand. We also conducted a quantitative study in order to see how product placement in computer games affects players' recall of the brand and if it leads to a change in attitude amongst the players. We used scientific articles to build our theoretical framework and we look into the facts about product placement and its impact on the players' attitude towards the brand, attention and recall. The results that we achieved suggest that product placement has an effect on players' implicit memory, which is that the brand will still be available in the players’ memory even after a while since the playing session. Product placement does not change the players' attitude towards the brand and has no effect on the players' explicit memory, that is, players do not notice the brand and do not remember the brand shortly after playing the game.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-18129 |
| Date | January 2012 |
| Creators | Nyblom, Mattias, Nikkilä, Tung |
| Publisher | Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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