게임내 광고의 효과성: 게임내 배너 및 빌보드 광고 사례 연구
How Effective Is In-Game Advertsing?: A Test Case of Hovorun's In-Game Banners and Billboards
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초록
최근 게임 내 광고(In-Game Advertising)는 그 어느 때보다 더 게임개발사/퍼블리셔 및 광고업계의 관심을 끌고 있으며, 많은 이들이 게임내 광고가 게임 및 광고산업을 전혀 새로운 차원으로 발전시킬 것으로 전망하고 있다. 본 논문은 배너 및 빌보드 광고가 게시된 온라인 레이싱 게임에 대한 실험을 통해 게임내 광고에 대한 경험적 연구결과를 담고 있다. 실증적 연구를 위해 현재 유럽지역에서 서비스 중인 3D 온라인 레이싱게임 호보런을 연구조사 대상으로 삼았다. 본 연구의 실험결과는 이전의 연구결과와는 상이한 점을 보이기도 하지만, 게임내 광고의 잠재적 가능성을 예증한다. 또한 게임관람자의 게임내 광고에 대한 인식률 실험을 통해 E-Sports와 관련한 게임내 광고의 가능성을 논의한다.
Abstract
In-Game Advertisement (IGA) has very much interested game developers/publishers and advertisers alike for the past few years now. Many seem to believe that it could lead both the game and advertising industry to a commercial dimension no one ever imagined. This paper reports an empirical study of IGA by examining an online racing game in which various banners and billboards are placed. In so doing, we have chosen as a test case Hovorun, a 3D online racing game which is currently being serviced in Europe. Our experimental results, though not completely compliant to the results of previous work, demonstrate that IGA has a great potential for online gaming industry. Some insights from spectators’ recall of brands/products and its implications to E-Sports are also presented.
참고문헌 (12)
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