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.
Collections
- Journal Articles [3698]