Advergames present a unique, yet effective way of advertising owing to the high level of players’ engagement with online games. This preliminary study sought to explore the impact of advergames on brand outcomes among Saudi players. This research has capitalized the flow theory to examine this phenomenon in Saudi consumers. A questionnaire was formulated for Saudi players to ascertain the motivation behind the adoption of advergame at a large scale. The sample is drawn from 200 Saudi participants falling in the 18-45 age group. The findings show associations among age, brand outcomes, flow and brand experience. In the sample, The respondents were asked to indicate whether they had experienced the companies whose brands are presented in the games they play. More than half the respondents affirmed, while the remaining 42.61% denied having experienced the companies whose brands are on advergames. Almost half (49%) of the respondents indicated they do not give adverts any attention. Among those who give adverts attention, more participants remember brands compared to those who are too engrossed to notice.
The findings show that the advergame played Motivation influences flow (entertainment versus enjoyment) while flow (immersion/being engrossed) is linked with brand outcomes (reduced intentional ignoring of ads and brand recall). Outcomes that are more positive are achieved among those who play less frequently; younger respondents experience greater immersion and are motivated to play advergames by interaction. Lastly, female players are linked with intentionally ignoring ads. These findings may be significantly useful for gaming industry.
Alaa Hanbazazah, University of King Abdelaziz University, Saudi Arabia
Carlton Reeve, University of Bradford, United Kingdom
Mohammad Abuljadail, University of King Abdelaziz University, Saudi Arabia
Stream: Media Arts Practices: Television
This paper is part of the ACAH2021 Conference Proceedings (View)
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