University of Twente Student Theses


Advergames: How players of different game modes experience the game and advertisements

Wiemerslage, Laura (2021) Advergames: How players of different game modes experience the game and advertisements.

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Abstract:With new technologies, marketers can explore many new forms of advertisements. One of them is advergames, which are games that are produced with the objective to deliver an advertising message. When developing an advergame, one of the first things a marketer has to choose is a game mode. Over the last years, marketers mostly choose to produce singleplayer advergames, although multiplayer games are much more popular among gamers and research claims that multiplayer games are enjoyed more than singleplayer games. However, there was no research on how the game mode can influence an advergame. Therefore, this research aimed to answer how the game mode influences the game experience, game enjoyment and brand attitude. The participants of this research were separated into five groups: singleplayer, competitive online, competitive co-located, cooperative online and cooperative co-located. The participants played an advergame called “Red Bull Dungeon Escape”. This game was made for this research with the help of a modified version of the game Minecraft and offers all five game modes. After completing the game, the participants were interviewed in pairs and answered questions about their game experience, attitudes towards the game and brand, the advertisements in the game and advergames.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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