The impact of in-game advertising on players' attitudes and purchasing behavior towards video games

UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
James R. Wydick (Creator)
The University of North Carolina Wilmington (UNCW )
Web Site:
L. Vince Howe

Abstract: Advertising within video games is rapidly growing as a potential marketing communication tool for businesses. This paper is intended to analyze the impact on video game player’s attitudes towards different forms of ingame advertising within video games. The intent of the research is to discover the video game players’ opinions and reactions to the advertisements being used. The goal of the research is to uncover the impact that ingame advertisements have on players’ purchasing behavior with respect to the actual video game the advertisement is located in, as opposed to the product that is being advertised in the video game. First, the paper will discuss the background and reason for pursuing this topic. Following that, the paper will analyze the definition and types of “ingame” advertising utilized, while providing recent industry statistics to support the purpose for the research. The structure of the assignment extends and builds on previous research conducted by initially presenting past findings, and then using these findings to develop an educated hypothesis in the form of a research question. Using the research question as a guide, a questionnaire was developed and administered via personal interviews to male and female video game players aged 18 – 40 years old.

Additional Information

A Thesis Submitted to the University of North Carolina Wilmington in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration
Language: English
Date: 2009
Product placement in mass media , Video games and children--Marketing, Branding (Marketing), Video games and teenagers--Marketing
Branding (Marketing)
Video games and children -- Marketing
Video games and teenagers -- Marketing
Product placement in mass media

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