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Discuss The Use Of In-Game Advertising In The Disney Movie Pete's Dragon

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Within this essay I will be discussing the current state of the advertising and the digital media world, specifically revolving around in-game adverting. The in-game advertising of the Disney movie Pete’s Dragon, which was ran by RapidFire (an in-game advertising company), will be analysed to make a point that this should be the standard brands should follow when advertising within games. In-game advertising (IGA) is when brands advertise within video games (Five by Five Global. 2019). In-game advertising can be viewed as a form of product placement (Ghirvu. 2012). In-game advertising has many benefits to brands, such as being viewed multiple times by consumers because the average game is played for about 30 hours (Nelson. 2002), “Over 70% …show more content…

Native advertising is a type of sponsored advertising that matches the appearance of the media platform it is present in (Outbrain. 2019). RapidFire placed the adverts on billboards and posters within the game (RapidFire. 2017). This type of advertising is effective because it blends in and is non-intrusive to gamers (McStay. 2016). Furthermore, other types of in-game advertising would have likely been less successful, such as interstitial ads (that take up whole screens during breaks within games) or rewarded ads (where you get in-game rewards for watching ads) (Kovalenko. 2022). Realism is a large reason why in-game ads are well tolerated (Ghirzu. 2012). Therefore, games, such as Alan Wake that utilise rewarded ads fail to be immersive (Christ. 2022). The game, at certain points, requires the player to sit the main character down and make him watch an advert on tv within the game to receive achievements (Christ. 2022). This pulls the player out of the game as what they are experiencing is not realistic in any shape or form. Understandably, fans were not a big fan of their form of in-game advertising (Houston, 2022). The introduction mentions that in-game advertising is well tolerated by “over 70% of gamers”. This is largely due to the placement of the adverts being merged into the game well and in a way that adds realism to the game, which is the main basis of native

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