THE EFFECTIVENESS OF ADVERTISING IN SPORT VIDEO GAMES: A COMPARISON BETWEEN SVG ADVERTISING AND TELEVISED SPORTS ADVERTISING
Abstract: In today’s competitive business, marketers are trying to find the most effective way to promote their products and serviced, and reach a greater audience. Since the introduction of the internet, marketing professionals have been using digital advertisements more and more. It is easy, cheap and they can reach a huge population which would be impossible to reach by other means. Another way to advertise digitally is the gaming industry. This paper focuses on finding how effective this type of advertising really is. In the first part of the paper, a brief introduction and an overview of previous research on this topic will be presented. The following part focused on investigating if participants who played a sports video game had a higher recall rate and purchase intention of advertised products than participants watching a televised football game. Evidence from the gathered data suggests that advertising via video games is indeed more effective than televised gaming. Furthermore, different variables like satisfaction level and gaming experience were tested in order to see if they had an effect on increasing recall rate of gamers. Again, the evidence was sufficient to conclude that these variables did increase the recall rate of advertisements in sports video games. As such, this paper provides some justification to companies willing to invest into marketing their products in video games, and are reassuring the companies that already do.
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