Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games

Abstract

Using netnography and questionnaires, we examine how commercial practices are interpreted by electronic game-players. An analysis of 805 postings on Slashdot (2002-2004) revealed active discussions and insight into gamers’ beliefs about the effectiveness and appropriateness of marketers’ tactics as well as the perceived impact on self. Players were fairly positive about brands in games when they added realism. Those who were negative about product placements were also negative about advertising. While some players did not think they were influenced by product placements, others reported instances of learning about and then purchasing new brands. A survey of gamers empirically tested observations from the netnography. Positive relationships between attitudes toward advertising in general and attitudes toward product placement in games were noted, and each of these was positively related to perceived impact on purchasing behaviors. Attitudes toward product placements in games partially mediated the effect of attitudes toward advertising on respondents’ perceived purchasing behaviors.