¿Cómo afecta al consumidor la publicidad presentada en los videojuegos en dispositivos móviles?

Laburpena

Advertising in mobile games has increased its importance in the digital era. Advertising investment is being carried over from traditional to digital media. Videogames are part of this digital media in which advertising saturation and rejection of advertising are less pronounced compared to other media. Thus, the objective of this study is to analyze the effect of the different types of advertising in games in mobile devices on consumers. Results show that advergame has a similar direct effect on consumers than in-game advertising. This effect of advergame is higher than the effect of banner and rich-media advertising. In addition, advergame impacts on consumers’ attitude toward the ad, the product and the brand and on purchase intention through attention to advertising. Therefore, the effect of advergame on consumers is higher than the in-game one because consumers pay more attention to advergame than to in-game advertising.