当前位置: X-MOL 学术Journal of Interactive Advertising › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
“Role” of the Dice: An Exploratory Analysis of Gamer Perceptions and Interpretations of Loot Box Advertising
Journal of Interactive Advertising Pub Date : 2021-02-19 , DOI: 10.1080/15252019.2021.1875941
Kimberly Kelling 1 , Samuel Tham 2
Affiliation  

Abstract

Loot boxes in video games are increasingly becoming focal points in problematic gaming studies; however, few studies have addressed the potential impact on consumers of digital advertising for such loot items. As gaming companies evolve the way in which they promote loot boxes, gamers’ sensemaking of loot box promotions must also evolve. This study explores gamer interpretations of promotional messaging among male gamers pertaining to loot boxes within a popular video game (FIFA 19). Findings have significant implications for gaming and persuasion theories. Specifically, we propose a new direction in interactive advertising research grounded in the gamers’ in-game role perception.



中文翻译:

骰子的“作用”:玩家对战利品广告的认知与解读的探索性分析

摘要

电子游戏中的战利品盒越来越成为有问题的游戏研究的焦点;然而,很少有研究涉及此类战利品的数字广告对消费者的潜在影响。随着游戏公司改进他们推广战利品盒的方式,游戏玩家对战利品盒促销的理解也必须发展。这项研究探讨了游戏玩家对与流行视频游戏 ( FIFA 19 ) 中的战利品盒有关的男性游戏玩家的促销信息的解释。研究结果对博弈和说服理论具有重要意义。具体来说,我们提出了一个基于游戏玩家在游戏中角色感知的互动广告研究的新方向。

更新日期:2021-02-19
down
wechat
bug