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Komunikacja marketingowa w grach komputerowych - współczesne kierunki badań

100%
Hofman-Kohlmeyer M.
Studia Ekonomiczne
|
2017
|
vol. 328
70-82
PL
Szybki rozwój nowych mediów, w tym Internetu, oraz ciągłe poszukiwanie przez reklamodawców nowych sposobów dotarcia do klienta przyczyniły się do powstania nowej formy komunikacji marketingowej, jaką jest advergaming. Ta nowa forma promocji szybko przyciągnęła zainteresowanie naukowców. Niniejszy artykuł przedstawia charakterystykę advergamingu oraz współczesne kierunki badań tego zjawiska oparte na przeglądzie literatury przedmiotu. Najczęściej analizowano wpływ poszczególnych cech lokowania produktu w grach wideo na skuteczność przekazu. Do takich cech należały m.in. stopień widoczności marki czy zgodność produktu z wątkiem gry. Część końcową rozważań stanowi podsumowanie przeglądu badań dostępnych w literaturze oraz najczęściej wymieniane przez autorów zalecenia do przyszłych badań.
EN
Rapid grow of new media, especially Internet, and advertisers’ seeking new means of marketing communication, contributed to the creation of a new tool, known as an advergame. This new form of promotion has quickly attracted attention of researchers. This article is aimed to give an outlook on present research in the field of advertising embedded in game environment. The author represents a literature review. Vast majority of survey investigated influence of particular factors of product placement on effectiveness, such as prominence of placement or congruence of product and the game plot. The final part of the article presents some conclusions and suggestions for future research.
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Brand Promotion Throught Computer Games on the Example of Second Life

67%
Laskowska-Witek J., Mitręga M.
Studia Ekonomiczne
|
2014
|
vol. 205
34-48
EN
The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions
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