Cashing in on crashes via brand placement in computer games

AbstractThe practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering computer game placements. This study explores the effectiveness of different banners, in terms of recall and recognition, as well as the effects of computer game experience on participants' memories of banners. The study used a self-selected sample of 46 males and found that banners high in spatial prominence led to higher recall and recognition levels; however, subtle banners related to the actions of the players were also able to influence memory. The concept of flow was also hypothesized to impact on memory, but this was not supported.