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Playful Advertising: In-Game Advertising for Virtual Reality Games
KTH, School of Computer Science and Communication (CSC), High Performance Computing and Visualization (HPCViz).
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Lekfull Reklam: Reklam i Spelet för Virtuell Verklighet Spel (Swedish)
Abstract [en]

We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. Then, we form a research framework and propose hypotheses around the research question. Next, we report the results of the field research, prototype design, and user study. The prototypes run in mobile browsers and are tested on virtual reality goggles with smartphones attached. Based on the results, we discuss the design of interactivity and immersion, the design’s impacts on consumer learning and game experience as well as the correlation between game experience and consumer learning. The main contributions of the work are an original research framework and a set of design considerations that can be utilized to evaluate and improve the effectiveness of in- game advertisements for virtual reality games.

Abstract [sv]

Vi presenterar en tidig utforskning av reklam i spelet för virtuell verklighet-spel. Studien undersöker hur interaktivitet och inlevelse påverkar konsumentlärande och - spelupplevelse. Först etableras en teoretisk grund för att förstå interaktivitet och inlevelse i virtuella spelmiljöer. Sedan skapas ett ramverk för forskning samt hypoteser kring frågeställningen. Sedan rapporterar vi resultaten från fältforskning, prototyp och användarstudie. Prototyperna körs i mobila webbläsare och testas på virtuell verklighet- glasögon med smartphones inuti. Baserat på resultaten, diskuteras utformning av interaktivitet och inlevelse, dess effekter på konsumentlärande och -spelupplevelse, samt sambandet mellan spelupplevelse och konsumentlärande. De viktigaste bidragen från arbetet är ett ramverk för forskning och en uppsättning av designöverväganden som kan användas för att utvärdera och förbättra effektiviteten hos reklam i virtuell verklighet-spel.

Place, publisher, year, edition, pages
2015. , 52 p.
Keyword [en]
In-Game Advertising, Virtual Reality, Interactivity, Immersion
National Category
Engineering and Technology Other Electrical Engineering, Electronic Engineering, Information Engineering Computer Systems Media Engineering Interaction Technologies
Identifiers
URN: urn:nbn:se:kth:diva-175593OAI: oai:DiVA.org:kth-175593DiVA: diva2:861505
External cooperation
Goo Technologies
Subject / course
Information and Communication Technology
Educational program
Master of Science - Media Technology
Presentation
2015-09-04, 1625, Lindstedtsvägen 3, Stockholm, 14:15 (English)
Supervisors
Examiners
Available from: 2015-11-18 Created: 2015-10-17 Last updated: 2015-11-18Bibliographically approved

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fulltext(8554 kB)405 downloads
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Engineering and TechnologyOther Electrical Engineering, Electronic Engineering, Information EngineeringComputer SystemsMedia EngineeringInteraction Technologies

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CiteExportLink to record
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Citation style
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