Indian gamers' recall, recognition, and perceptions of in‐game placements

Abstract

Purpose – The purpose of this paper is to examine the effect of in-game placements on the explicit memory of Indian gamers and understand their attitude towards this form of communication. It attempts to find out whether the memory effects differ due to the nature of the games. The avenues for in-game placements for the rapidly growing Indian video gaming industry are discussed. Design/methodology/approach – The effect of the nature of the game on the recall and recognition is measured using a sample of 240 gamers; two games of different nature (fast versus slow) are used as stimuli and the recall and recognition of the in-game placements are compared. Subsequently the perceptions towards this type of placement are tapped. The moderating effect of gaming experience on the explicit memory is also tested. Findings – The paper finds that in-game placements do affect the explicit memory of gamers. Games with lower perceptual load (slow game) result in a significantly higher recall and recognition as compared to the games with higher perceptual load (fast game). Indian players have a positive attitude towards placements in this medium and do not find this practice either intrusive or unethical. Research limitations/implications – Further research using different combinations of games is required to confirm, expand and generalize the findings. Practical implications – This medium provides an opportunity to brand managers and game developers as an alternative communication vehicle. In-game placements provide an avenue to companies as they are cost effective, they facilitate building brand awareness and are not viewed negatively. Originality/value – The arena of in-game placements is an unexplored one in India. This study is the first step towards understanding views and effects of in-game placements on Indian gamers and may encourage more research in this field.