The Use of Computer Games for Promotional Purposes

Peter Mikuláš

players (ESA, 2010; other examples of new media users’ segmentation can be found in Fichnová, Mikuláš,

Peter Mikuláš

—

high degree of interaction and ludic or the “game” character, which move ——

a big advantage of today’s in

ristics of the player’s gender, age, location

“” “”

“Ludology”

’ possibilities are called “ergodic functions” in Švelch, 2008). Moreover, Aarseth theory of cybertext argues t

types of virtual ads (research units), whose location was not possible to change by gamer’s activity (e

; Svahn, 2005; Švelch, 2008). The form of advertisements placed in the game will probably meet

According to Kollárik Sollárová

by American cultural conditions. As the games were researched by “nonAmerican”, it might be

—

In accordance with our assumptions, prevailing brand category was “ s”.This was followed by category “Models of cars” and the third most frequent category was “Clothsand shoes”. There were

23%8%

6%

4%

3%

3%

23%

30%

Clothes, ShoesCars, Tuning, AccessoriesModels of carsMeals, Fast-foodSelf-promotionCosmetic products (Drugstore)TelecommunicationsJewelry, Watches


4%

87%

2%

1%6%

BillboardLight Board

Ads on buildingsInformation BoardTraffic / Ads on trucks

BillboardLight Board

Ads on buildingsInformation BoardTraffic / Ads on trucks

real actors’ characters were used as templates, but the videos were prepared by

64%1%

7%

4%7%

11%

6% BillboardShopLight Board

Ads on buildingsAirship

Banner3D Billboard

22%

42%

6%

16%

2%

12% Clothes, Shoes

Cars, Tuning

Meals, Fast-food

Self-promotionCosmetic products (Drugstore)

Telecommunications

Clothes, Shoes

Cars, Tuning

Meals, Fast-food

Self-promotionCosmetic products (Drugstore)

Telecommunications

9%

15%

15%

61%

Billboard

Ads on buildings

Banner

Poster

16% 84%

Cars, Tuning, Accessories

Telecommunications

Cars, Tuning, Accessories

Telecommunications

advertisers’ need for as obvious presence in the game

have only “showed up” (on average, there were only

6%6%

3%

6%1%

12%

7% 59%



2%1%1%

2%10%

2%6%

8%

68%

0,5%

BillboardLight BoardInformation BoardTraffic / Ads on trucksShopAds on buildingsAirshipPosterBanner3D Billboard

BillboardLight BoardInformation BoardTraffic / Ads on trucksShopAds on buildingsAirshipPosterBanner3D Billboard

Fichnová, K. Mikuláš, P.

University of Zürich

Švelch, J.

The Use of Computer Games for Promotional Purposes

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