How to Promote In-Game Advertising based on User Experience Design

Abstract

Pretty much time we mentioned in-game advertising it always comes out with firmly against from players, but there is another voice from the game industry, JJ Richards of Massive, says that if done correctly it can not only work but enhance the overall experiences. There is also a company Tag. Which targets brand advertisers who want to get noticed by gamers without interrupting gameplay sessions, has raised 3.2 million dollars in funding. Moreover, it is expected to have over 25 million users by June 2012, according to its' board of directors, Jeffrey Lapin. In-game ads have already got noticed by many publishers and advertisers, and some games have applied the rules of advertising from the music industry and film industry into the game industry. This research is going to have a look at these existing cases and analysis them to conclude an effective way to promote advertisement without interpreting the user experiences. In terms of the methodology part, it will use netography to examine the model created, referring to the analysis of these existing cases in the game industry. The method of netography will be divided into five branches, starting with research planning, it should introduce the essential industry background and compare the advertising market between old media industry, like the film industry. It has many similar principles of the film industry, which could also be used in the game industry. Assembling these principles and examine them in games will help to improve the understanding of user experiences. It is also a good example based on to inspire innovative methods to promote advertisement in games without interpreting user experiences. Following with the entrée of the whole analysis, this part includes examples use in-game ads quite successful, its in-game ads type and its users would be the focal point of the case study. Also, it will use the referring articles of this game preview and analysis online to picture an overall impression of this example. Then the data collection is going to be an essential part of the whole research. It should give substantial shreds of evidence to support the results come out next.  These numbers will help to analysis the user experiences with in-game ads. The interpretation is highly linked to the former part of the analysis. It will give advice and comments based on the analysis of these data collected. The research results of netography analysis are based on the analysis step by step from plan to ensuring ethical standards. The rules from the results are going to be examined again by building a game designing model with in-game ads, and questionnaires will gain feedback about the design. This design document will be formed by analysis of target users, target advertising product and different in-game ads promoting technology applied research and test. At last, the feedback of this model will be compared to the existing examples in the market, giving more advice and indicate the trend of this market in the future, according to the feedbacks.

Keywords: In-game advertising, netnography, 2K, user experience, recall rate.

DOI: 10.7176/ADS/74-06

Publication date:July 31^st 2019