Advertising with Digital Technologies in Video Games Arena

Abstract

This thesis examines the effect of marketing campaigns in video games on players across all ages and their post-purchase decisions. Goal of my thesis was to indicate that with the development of graphics and overall video game’s industry it is turning relatively easy to shift the same types of advertisements which everyone has come across while surfing through the internet or watching broadcasted programs on TV; to the graphic world of video games. The data for this study was obtained from previously published studies and data records, which were analyzed to investigate the connection between product placement in video games and purchase intentions of gamers after confronting the advertisement (in short/long terms). The analyzed data displayed that the vast number of companies is already practicing the insertion of their brand products into 2D-3D interactive dimension’s, the companies such as “Energizer”, “Monster Energy”, “Mercedes”, etc. have already succeeded in implementation of such techniques. The findings of this thesis will act as a guide map to assist future managers in developing proper advertisements to insert into video games, without causing distortions to the provided in-game atmosphere and inner mechanics of the interactive entertainment.