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1n-G4me 4dvertising: En studie rörande produktplacering i Tv- och datorspel
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Introduktion: Produktplacering I TV och datorspel har ökat dramatisk under senare åren. Detta till stor del för att datorspelutvecklare idag kan återge pro-dukter med hög detaljrikedom. En hög återgivningsgrad är dock ingen förut-sättning för att lyckas med en produktplacering.  Istället torde det finnas fler faktorer som påverkar spelares attityd emot de produkter som exponeras i spel. Denna studie försöker bidra med kriterier som kan vara viktiga för en spelare vid produktplacering i förstapersonsskjutarspel.

Forskningsfråga: Vilka kriterier kan vara betydelsefulla för generation Y och Z rörande produktplacering i FPS-spel?

Metod: Denna studie behandlar FPS-spel som ett fall. Den startar kvalitativt inriktad för att sedan övergå mer kvantitativt. De empiriska data som har bli-vit insamlade är först från en fokusgrupp som hjälpt till att skapa de kriterier som sedan undersöks genom en enkät.

Resultat: utifrån fokusgruppen tolkade författarna av studien åtta kriterier som antogs vara av betydelse för FPS-spelare.

Slutsats: Informationssamlande, dynamisk produktplacering och tematisk överensstämmelse  anses vara av stor betydelse för båda generationerna.

Abstract [en]

Introduction: Product placements in TV and computer games have increased dramatically in recent years. This is largely due to the fact that it’s possible for computer game developers to show great details in the games through graphic rendering. However, a high graphic rendering is not likely to be the sole factor affecting players’ attitudes toward the products exposed in a game. This study tries to provide some of the other criteria that might be im-portant when using product placement in first-person-shooter-games.

Research question: Which criteria can be significant for generation Y and Z concerning product placement in FPS-games?

Methods: This study treats the FPS-game genre as a case. The study is di-vided in two parts with the first part starting of qualitatively oriented and the second parts proceeds in a more quantitatively oriented manner. The empiri-cal data that was gathered came from a focus group and the empirical data was later tested by a questionnaire.

Results: Eight possible criteria for successful product placement in FPS-games were derived from the focus group.

Conclusion: Information gathering, thematic congruence and dynamic prod-uct placement is considered to be of high importance for both generations.

Place, publisher, year, edition, pages
2011. , 88 p.
Keyword [en]
Product placement, In-game advertising, generation Y, generation Z, FPS-spel, marketing, advergaming
Keyword [sv]
Produktplacering, In-game advertising, generation Y, generation Z, FPS-spel, marknadsföring, advergaming
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-16909OAI: oai:DiVA.org:lnu-16909DiVA: diva2:480151
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-01-19 Created: 2012-01-19 Last updated: 2012-01-19Bibliographically approved

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