The Impact of Games Design Strategy－Product Placement Advertisement

Yi-Lin Yu

Placement Marketing ； In-Game Advertising (IGA) ； Purchase Intention ； Otaku Economy

設計研究學報

8期（2015 / 09 / 01）

4 - 15

英文

Games have become a new form of public entertainment, and the games are still in a vigorously developing state. The target audience of game players is so significant with the high concentration of games that the enterprises and advertising agencies have noticed this new consumption phenomenon, for which they intend to use placement marketing strategies to implant product images into the consumers’ memory so as to stimulate their purchase behavior. In the past, researches regarding the influence of placement marketing of product sales mainly focused on the media of TV programs and movies. In-Game Advertising (IGA) still lacks of doctrinal researching data. The purpose of this research is to systematically classify advertisement placement types through example analyses of in game advertisements and of advertising agencies, according to product attributes to effectively use appropriate placement types to achieve the marketing objective. This research utilized five points of the Likert scale to examine consumers’ viewpoints on IGA. The research is based on the data collected from a one-month online survey with a total of 129 participants, which contributed to 129 valid questionnaires. The survey results presented with more than 60% of the games users will, in reality, consider both the customers’ purchases or products selection and services previously appeared in the game. Therefore, it is known that the companies can use the IGA marketing strategy to influence the game players’ consuming behavior.

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