Prekės ženklo demonstravimas sporto vaizdo žaidimuose: tendencijos ir perspektyvos
Brand Placement in Sports Video Games: Trends and Perspectives

Summary/Abstract: The article analyses product placement in sports video games, its merits and demerits. Product placement is considered as one of the means of advertising. This mean is quite novel in video games; therefore, the research on its prevalence is still scarce. Considering the novelty of the usage of product placement in video games, the research aims at determining its trends and perspectives. Scientific analysis and content analysis of “NBA 2K” video game were performed to reach the aim. The results revealed that two methods of product placement were used: visual, and a mix of visual and verbal. Moreover, the prevalence of this method has a growing trend.

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