Reception of Brand Placement in Computer Games – Literature Review
Reception of Brand Placement in Computer Games – Literature Review

Summary/Abstract: Following the rapid spread of the internet in the last two decades, the use of computer games in the process of brand building has developed considerably. Brand placement in computer games is not new. In the 80s brands such as Budweiser or Marlboro could have been encountered in games Tapper and Pole Position. Nevertheless, growing ranks of teenagers as well as adults turned computer games into meaningful marketing tool. The primary aim of this paper is to describe the impact of brand placement on audiences, especially their psychological and behavioral responses. According to the literature, brand featured inside the game environment can improve brand recall and brand recognition, change players’ belief about the brand and make them more inclined to buy or recommend the product stamped with the mark of referring brand. In addition, the article identifies somefactors that influence reception of brand placement in computer games, such as brand prominence of product and brand congruity. The paper is based on literature review and chosen scientific publications.

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