Assessing the Effectiveness of Advertising in Video Games

Abstract

Video games are fairly new media that advertisers have attempted to take advantage of. But how effective are these in-game advertisements? This thesis seeks to see how effective current in-game advertisements are by delving to the topic of advertising in video game and allowing participants to report their own experiences with the various kind of advertisements that appear video games. The results indicated that current in-game advertisements are only somewhat effective and revealed some possible ways for companies to improve upon the current tactics used by companies