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"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."

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."

Standard board games made social through integration with mobile devices and other novelties

"April 17 in San Francisco, CA at the Yerba Buena Center for the Arts. AOL's Digital Prophet David Shing will be the Marketing Keynote speaker and Electronic Arts Digital EVP Kristian Segerstrale will be the Innovation Keynote speaker. Additionally, Activision Publishing, Inc. Vice President John Coyne and LifeCourse Associates Founding Partner and President Neil Howe will be among a number of highlight speakers at the Game Marketing Summit, a full day event that brings together the leading companies and industry brand and marketing executives for discussion, deliberation and debate around the issues and opportunities in the video game entertainment industry."