In-game Advertising and Effective Factors on Brand Re-call

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. This study explores the influence of Gamification, Attraction of Game, Attraction of Advertising, Popularity of Game, Target audience in advertising and Time of Advertising on brand recall. Using a controlled experiment, 30 participants of under graduated students from University of Tehran were recruited to play the Around Mars game and after playing they filled a two stage questionnaire. Results indicate a positive effect of Gamification, Attraction of Advertising and Target audience in advertising but other variables has no effect on brand recall and brand recognition. Findings offer important implications for marketers in a global gaming industry that is steadily growing. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in Iran advertising and brand building.