Research Questions (RQ)
The aim of this research is to find out whether in-game advertising in first personshooters is a valuable marketing medium. In order to do so it tries to answer thefollowing research questions
RQ1: Which types of advertisements are most effective in a first personshooter?
In order to determine in which type of in-game advertisement to invest, it mustbe known what kind of advertisements are effective and thus worth putting in thegame or not. Different forms of in-game advertising are derived from thetheoretical background and a subset of these will be tested on effectiveness.
RQ2: Which types of advertisements are intrusive in the game-playprocess?
Advertisements that annoy the gamer and are intrusive may lead to badpublicity, negative brand associations for the ad and the publisher and eventuallycan lead to a loss in sales. Therefore we must know which types are moreintrusive than others and what the attitude of the gamer is towards the forms of advertising in their video game. There are many areas regarding in-game advertising that need to be identifiedand researched. This research will focus on first person shooters. To visualize theresearch question and give a clear overview of which variables are involved andhow they are interlinked, the research idea of this thesis can be visualized in aConceptual Framework seen below.