Dynamic In-game Advertising : Not loved but Certainly Tolerated

Sammanfattning: Advertising in games is becoming more and more common, as such ways of improving in-game ads are being thought up. One such way is through dynamic in-game advertising which unlike its static counterpart can change to suit different contexts and demographics. This paper builds on a previous survey on dynamic in-game advertising and uses its results to flesh out a deeper analysis to further explain its findings. The aim of this study was to determine if and how important it is that in-game ads are changeable, and the survey focuses on the views and attitude of the consumers. The survey had been distributed online and 209 responses had been gathered. The findings indicate that while players are not necessarily fond of dynamic in-game advertising and do not prefer it over static in-game advertising they do certainly tolerate it and its presence does not seem to have any real negative impact of players’ attitude toward the game. The conclusion drawn was that it can be important that in-game ads are changeable and that if done with care dynamic advertising can be used without risking much in the way of consumer backlash.