Electronic games as a modern medium of marketing communication

Abstract

The following thesis aims at studying the phenomenon of advergaming – embedding marketing messages in electronic games through the use of tools such as adgames and ingame advertising. The theoretical part gives foundation for the analysis of the recall of brands and logos placed in an electronic game created solely for the purpose of the research. Survey is the research method used in the study, while Internet questionnaire supported by an electronic game including logos of 5 well-known brands has been chosen as the tool of gathering primary data. Since the studied sample turned out to be absolutely homogeneous with regard to noticing brands and logos embedded in the electronic game, it is concluded that marketing messages placed in electronic games reach on average all players in the same way, no matter who they are, where they come from, or what are their computer using habits. Moreover, high brand and logo recall proves the effectiveness of this form of entertainment as a medium of marketing communication.