Article in International Journal of Gaming and Computer-Mediated Simulations · October 019 doi: 10. 4018/ijgcms. 2019100103 citations reads 105 authors: Some of the authors of this publication are also working on these related projects

Practical Implications

Persuasionthroughcommunicationcanonlybeachievedthroughtheenhancementofaffective

responses.Thisstudyinvestigatesthepossibleeffectsofthreefactors–thetypeofBE(MBvs.SB),

CLandGI-onaffectiveresponses(BRaandADGa)ofconsumers.Theresultsofthestudycanbe

summarizedas:

(1)InclusionofmultiplebrandscanharmBRa;

(2)ThepresenceofCLduringgameplaycancreatelessfavorableoutcomes;

(3)GIwithCLleadtomorepositiveaffectiveresponses.

Thefirstpracticalimplicationisaboutthenumberofbrandsbeingplaced.Whenthereisonly

onebrandinfocus,BRabecomesmorepositive.Asaresult,marketersandgamedevelopersshould

seriouslythinkaboutthenumberofbrandplacementswhiledevelopinganadvergame.Ifthereisa

needtopromotemultiplebrandswithinanadvergame;thegameshouldbesimpleandthegaming

environmentshouldbeentertainingenoughforthemessagetobeeasilyprocessed.

Thesecondresultindicatesthatadvergamesbecomelesssatisfiedwiththepresenceofahighlevel

ofCLduringgameplay.Loadingtheplayerwithmultiplemissionsorhavinganimatedadvertisements

onthesamepagewilldepletethementalresourcesoftheplayerandcauselessfavorableattitudes

towardsthebrand.

Themostsignificantpracticalfindingofthisstudyisabouttheimportanceofthegaming

environment.ThegamingenvironmentdoesnotonlyshapeADGabutalsohasasignificanteffect

onBRa.Asanewchannelforadvertisingproducts,advergamesarecreatedtoengageplayersand

tofacilitateanenjoyableimmersiveexperience.Duringgameplay,asplayersareinflowstate,

involvementandattentiongiventoadvertisingmessagesincrease.Gamedevelopersshouldcreate

entertainingandengagingenvironmentsforgamersiftheywanttoreceivemorefavorableresponses

fromtheaudience.