1. I Lost the Game so I Don’t Like the BrandDoes the Outcome of the Game Affect the Impact of In-game Advertising? Gunnar Mau*, Günter Silberer#and Janin Gödecke # *www.SHOPPERMETRICS.com # Georg-August-Universität Göttingen

3. Growth of importance of computer games

4. Higher sales have been generated by computer games than by movies in the US

5. Impressive number of players

6. Computer games have been discovered for marketing purposes

7. Steady rise in the number of companies placing their brands, products or advertising messages in computer games -> In-game advertisingICORIA 2009, Klagenfurt

9. acceptance of in-game advertising and

10. impact on the recollection of brands

11. Very little is known about the influence of game outcome on the effects of in-game advertising

12. However, many computer games are based upon the principle of competition – making the outcome of the game a key element in them What are the effects of game outcome on player’s mood, their attitude toward the placed brands as well as the game? ICORIA 2009, Klagenfurt

14. Successful players (winners) of a (non-computer) game experienced more pleasure than those who performed worse (Holbrook et al. 1984)

15. Players with positive feedback exhibited significantly more positive mood scores than the control subjects, regardless of whether the win was attributed to luck or skill (Hill & Ward1989)

16. The results were subsequently replicated several times, e.g. for lottery tickets (Ward et al. 1988) or sports sponsoring (Drengner 2008) H1 If players finish a game as a winner (vs. loser), their mood improves (deteriorates) compared to before the game ICORIA 2009, Klagenfurt

18. Influence of game outcome on the attitude toward the advertised brand has barely been investigated.

19. Theoretical Models of Advertising Effects

20. Mood experienced during the game influences the attitude toward the advertised brand as a peripheral cue (Petty and Cacioppo 1981)

21. Affective appraisal of the computer game influences the attitude toward the brand advertised (MacKenzie, Lutz, and Belch 1986)H2 If players win the game (vs. lose), their attitude toward the advertised brand improves (deteriorates) compared to before the game. ` ICORIA 2009, Klagenfurt

23. Ward et al. (1988) conclude from this that “winners are likely to feel better than losers, and have a better attitude toward the …the game itself, the odds of winning the game…” H3 If players win a game, they have a better attitude toward the game than players who lose it. ICORIA 2009, Klagenfurt

25. Between subject design with the factor game outcome : winning vs. losing vs. control group

26. Winner condition: test people were told beforehand that the fastest time in which someone of the same age, educational background and computer game experience had completed the course was 4:55 minutes + positive feedback on their performance were given at two fixed points during the game

27. Losing condition: the fastest time was given as 1:55 minutes beforehand. There was negative feedback at the same points

28. Motor racing game “Racing Simulation 2” was chosen for this study

29. Game setting was varied in such a way as to exclusively place advertising boards for the brands Red Bull and Jägermeister along the course in equal proportions ICORIA 2009, Klagenfurt

31. Results supports H1 (F (2, 42) = 18.03, p < .001, η2 = .462)ICORIA 2009, Klagenfurt

33. Results supports H2ICORIA 2009, Klagenfurt

36. Results supports H3ICORIA 2009, Klagenfurt

38. Players with a negative game outcome are not only in a worse mood afterwards and rate the game as worse; they also rate the advertised brand more negatively than before the game. The winners display the opposite effects

39. The fact that the effect of the game outcome on the appreciation of the brands is not merely an unspecific influence of the more negative mood on brand appreciation is clear from the result that only the advertised brands are actually rated as worse but not a brand that is not advertised

40. It would be too easy to conclude from this that it is only worth advertising in games that are so easy that every player can win them.

41. The results of the flow theory, according to which the enjoyment of the game is greatest when the demands of the game and the players’ ability are equal (Csikszentmihalyi and Rathunde 1993), suggest rather that games that adjust their playing ability to suit the ability of the players are more interesting for brand advertising (Zentes and Schramm-Klein 2004). ICORIA 2009, Klagenfurt

42. Thank you!