Location, Integration, Interruption: Visual Properties and Recognition of Video Game Advertising

Abstract

Videogame placements are significant forms of advertising. There is, however, a limited amount of cognitive capacity available to process messages at any given moment during a complex video game. Using the Limited Capacity Model as an exploratory mechanism, it is proposed that the recall and recognition of in-game advertising depends on its positioning in the field-of-view and its integration within the game world. This is a quasi-experimental study involving 42 Arab women, key purchasing decision-makers and high-level consumers of luxury products, playing a commercial driving videogame. Participants were questioned about message recognition after 40 minutes of play. Placement positions in the center of the screen enhanced brand and message recognition. Ads integrated into the game environment were better recognized than virtual billboards. Landmarks were better recognized than either integrated ads or billboards.

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