Heidelberg, 5. Juli 2016. Prof. Dr. Adrienne Steffen, Professor of Consumer Behaviour and Market Research at the HIM, presents paper on Mobile Game Advertising in Lisbon.
The Lupcon Centre of Business Research held their annual European Marketing Conference from 27.06 – 28.06.2016 in Lisbon this year where scholars from 14 different countries presented their research. In a joint research project with former student Karen Menzenbach, Prof. Dr. Steffen investigated “Consumer Acceptance of Advertising in Mobile Games”. The research examines consumers’ acceptance of different advertising types in mobile games (Advergames, In-Game Advertising and Around-Game Advertising) and draws conclusions about the effectiveness of each advertising type.
After conducting interviews as an exploratory pre-test, an online questionnaire with a sample size of 300 German consumers from all age classes was used for data collection.
The findings show that Gamers are strongly bothered by advertising in general. Compared to In-Game or Around-Game Advertising, Advergames are perceived as the least disturbing advertising type and leave the consumer with the most positive feeling. Advergames are significantly more accepted by Heavy Players (>3h per week). Occasional Players (<1h per week) are most bothered by Advergames. In contrast, Around-Game Advertising was assessed as the most annoying advertising type, which does not awake any positive emotions at all. In-Game Advertising was experienced as rather neutral.
A structual equation model showed that control, disturbance and appeal are important factors to explain consumer acceptance of mobile game advertising. However, the developed pricing and control scales both lacked internal validity and need to be revised in a future research project.
The results suggest that advertisers should make more effort to understand mobile game advertising as the different advertising types have different acceptance levels amongst consumers.