Group items tagged

"As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research. Results from an experiment show that game customization significantly increases recall of an integral brand placement-one that is central to actual game play-but not of peripheral brands, which simply appear within the game. Regardless of brand type, players using a traditional controller exhibit significantly greater recall than those who use a newer, more naturally mapping controller. An interaction effect indicates that the influence of controller type disappears when customization is allowed; this effect is not specific to either type of brand. These results are interpreted through models of processing fluency and the limited capacity model of motivated mediated message processing. The article concludes with marketing implications regarding technological videogame advances."

"disruptive and resistant practices that exploit, explore, dissect, and above all, linger on the "old games" that videogame advertisers and marketers would perhaps rather see resigned to the bargain bucket or the back of the cupboard."

Abstract: "Promoting WPI's Interactive Media and Game Development (IMGD) program at a major indus try trade show has the potential to attract new prospective students and broaden industry awareness of the IMGD program and students. This project designed a booth for PAX East, a popular gaming exposition in New England. We conducted interviews of student s, guidance counselors, and booth experts, and selected appropriate projects to showcase and students to showcase them. We then designed an advertisement, handouts, and an inviting layout for the booth, arranging for the necessary equipment and furniture w ithin the budget constraints. The IMGD PAX East booth promises to increase the awareness of the IMGD program, exposing more people to the game development students and program at WPI."

Abstract: "The advantage of using app verses tradition browsing on mobile devices in the market can improve communication with customer. Allowing more creative way to promote brand and advertise to the growing crowd of mobile ecommerce. Mobile apps will be a great tool to simplify the customer‟s path to products that they value in the future as mobile market grows larger and more complex. Organizations that fail to see and act on the potential of the growing mobile market will get left behind. Additionally those that can simplify mobile commerce, making commerce more interactive with less hassle, give customer the experience they want, more secure, and put all that in the palm of a customer‟s hand will be able to ride the trend to success."

Abstract: "Through the use of an online discussion, this study collected the detailed perspectives of 29 'hardcore' and 'casual' gamers, regarding the topic of FPS video games. It investigates what the gamers want in a FPS by means of an online discussion which builds on the benefits of both ethnography and focus group methodologies. Since the study's main goal was exploratory, a qualitative approach was considered the most appropriate; in addition to this, the method used to collect the data was done within a grounded theory framework. This study finds that, though graphics have historically been a major factor in driving the success of a FPS video game, this is no longer the case. Gamers expect there to be a balance between the different components, with a more holistic gaming experience desired, and that too much focus on one component at the expense of another will result in an unsatisfactory video game experience. This can be seen in comments given by the participants indicating too much emphasis of the graphics quality in a FPS and not enough on story or the multiplayer aspects results in a video game which is neither fun nor praiseworthy. The latter is perceived significant as with such an oversaturation in the video game market, developers rely heavily on positive word of mouth to advertise their games. This study's main goal was to develop a better understanding of the expectations of gamers regarding FPS; in doing so, it has laid out the basis for producing a 'magic formula' for a great FPS video game. It has also highlighted several other areas which need further investigation in order to better understand the behavioural motives and actions of gamers from both 'hardcore' and 'casual' communities."

International trade association welcoming "developers, artists, programmers, publishers, project leads, administrators, faculty, human resource personnel, middleware and tool companies, service providers, vendors, researchers, analysts, marketing, advertising and public relations personnel, consultants and students."