Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness

Mobile phones are a popular platform for gaming in addition to being perhaps the most ubiquitous one. Monetization of free to play games with embedded and interstitial advertisements is one of the main sources of income for mobile game creators. We used a constructive approach in this study. A mobil...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Markus Hirsimaki, Paula Alavesa, Leena Arhippainen
Formato:	article
Lenguaje:	EN
Publicado:	FRUCT 2021
Materias:	advertising mobile games player experience survey study player engagement Telecommunication TK5101-6720
Acceso en línea:	https://doaj.org/article/d4bb683bfd954af6b45260361e156bcb
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:d4bb683bfd954af6b45260361e156bcb
record_format	dspace
spelling	oai:doaj.org-article:d4bb683bfd954af6b45260361e156bcb2021-11-20T15:59:33ZBetween Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness2305-72542343-073710.23919/FRUCT53335.2021.9599998https://doaj.org/article/d4bb683bfd954af6b45260361e156bcb2021-10-01T00:00:00Zhttps://www.fruct.org/publications/fruct30/files/Hir.pdfhttps://doaj.org/toc/2305-7254https://doaj.org/toc/2343-0737Mobile phones are a popular platform for gaming in addition to being perhaps the most ubiquitous one. Monetization of free to play games with embedded and interstitial advertisements is one of the main sources of income for mobile game creators. We used a constructive approach in this study. A mobile game developed during the study, Between Beats, was used to survey the influence of interstitial advertisement on selected aspects of player experience. The study was conducted by deploying the game to Google Play and guiding the players, after gameplay, to an online survey. The survey was answered by 51 participants who were divided randomly into four groups based on how much they were subjected to interstitial or rewarded advertisements while playing. Our results show that embedding rewarded advertisements to a situation where there already is interstitial advertisements, resulted in reduction of perceived advertisement intrusiveness and increase in advertisements viewed. Player engagement remained constant in all groups. Our findings complement earlier findings on the use of rewarded advertisements in mobile games.Markus HirsimakiPaula AlavesaLeena ArhippainenFRUCTarticleadvertisingmobile gamesplayer experiencesurvey studyplayer engagementTelecommunicationTK5101-6720ENProceedings of the XXth Conference of Open Innovations Association FRUCT, Vol 30, Iss 1, Pp 71-78 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	advertising mobile games player experience survey study player engagement Telecommunication TK5101-6720
spellingShingle	advertising mobile games player experience survey study player engagement Telecommunication TK5101-6720 Markus Hirsimaki Paula Alavesa Leena Arhippainen Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
description	Mobile phones are a popular platform for gaming in addition to being perhaps the most ubiquitous one. Monetization of free to play games with embedded and interstitial advertisements is one of the main sources of income for mobile game creators. We used a constructive approach in this study. A mobile game developed during the study, Between Beats, was used to survey the influence of interstitial advertisement on selected aspects of player experience. The study was conducted by deploying the game to Google Play and guiding the players, after gameplay, to an online survey. The survey was answered by 51 participants who were divided randomly into four groups based on how much they were subjected to interstitial or rewarded advertisements while playing. Our results show that embedding rewarded advertisements to a situation where there already is interstitial advertisements, resulted in reduction of perceived advertisement intrusiveness and increase in advertisements viewed. Player engagement remained constant in all groups. Our findings complement earlier findings on the use of rewarded advertisements in mobile games.
format	article
author	Markus Hirsimaki Paula Alavesa Leena Arhippainen
author_facet	Markus Hirsimaki Paula Alavesa Leena Arhippainen
author_sort	Markus Hirsimaki
title	Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
title_short	Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
title_full	Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
title_fullStr	Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
title_full_unstemmed	Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness
title_sort	between beats: linking player engagement to advertisement frequency and intrusiveness
publisher	FRUCT
publishDate	2021
url	https://doaj.org/article/d4bb683bfd954af6b45260361e156bcb
work_keys_str_mv	AT markushirsimaki betweenbeatslinkingplayerengagementtoadvertisementfrequencyandintrusiveness AT paulaalavesa betweenbeatslinkingplayerengagementtoadvertisementfrequencyandintrusiveness AT leenaarhippainen betweenbeatslinkingplayerengagementtoadvertisementfrequencyandintrusiveness
_version_	1718419452517679104

Between Beats: Linking Player Engagement to Advertisement Frequency and Intrusiveness

Ejemplares similares