Brand Promotion Throught Computer Games on the Example of Second Life

• Autorzy: Justyna Laskowska-Witek , Maciej Mitręga

Warianty tytułu

Promowanie marek w grach komputerowych na przykładzie gry Second Life

• Języki publikacji: EN

Abstrakty

EN

The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions.(original abstract)

Reklamy w grach stały się popularnym kanałem komunikacji marketingowej. W ostatnich latach szczególne zainteresowanie wzbudziła internetowa gra MMORPG Second Life. W tym rozdziale przyjrzeliśmy się cechom, które czynią tę grę bardzo zbliżoną do rzeczywistego świata, a tym samym bardziej atrakcyjną dla użytkowników. Po drugie, zidentyfikowaliśmy narzędzia promocji marki wykorzystywane do promowania wewnątrz wirtualnego świata. Ponadto, zdecydowaliśmy się przyjąć perspektywę graczy Second Life i zbadać ich postawy oraz reakcje na promocję firm w grze. Wyniki naszych badań wskazują, że większość badanych użytkowników nie zauważyła promocji marek w grze Second Life. Pozostali gracze pozytywnie postrzegali takie działania promocyjne, jak: różne formy aktywności public relations i sponsoringu, jednocześnie jednak przyznali, że nie mają one wpływu na ich decyzje zakupowe.(abstrakt oryginalny)

Słowa kluczowe

EN

Marketing communication; Brand; Commercial promotion; Promotion techniques; Computer games; Product placement

PL

Komunikowanie marketingowe; Marka; Promocja handlowa; Techniki promocji; Gry komputerowe; Product placement

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2014
• Numer: nr 205 Marketing communication - selected issues
• Strony: 34--48

Twórcy

autor

Justyna Laskowska-Witek

• University of Economics in Katowice, Poland

autor

Maciej Mitręga

• University of Economics in Katowice, Poland

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