Key points are not available for this paper at this time.
This quasi-experimental survey involves 100 participants aged 18-24 years, conducted to measure effects of advertising schema congruity in a massively multiplayer online role-playing game (MMORPG) and other aspects of gameplay experience. Results from a posttest questionnaire suggest that though moderately incongruent advertising in an MMORPG can trigger high awareness rates, extremely incongruent in-game advertising can reduce a game’s perceived sense of realism and annoy players if not coordinated appropriately with the game environment. Whereas previous research suggests players usually accept in-game advertising when relevant, this study shows that the opposite occurs when advertisers fail to contextualize ads within the game world.
Lewis et al. (Mon,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: