The Sponsored Avatar: Examining the Present Reality and Future Possibilities of Advertising in Digital Games

Abstract

This paper examines the practice of advertising within the space of digital games. Additionally it anticipates the future development of advertising within the interactive entertainment spaces. A future that holds possibilities as varied as actual game sponsorship, product placement and brand integration within games, or cross promotional opportunities between digital games and other forms of entertainment media. The author seeks neither to neither bury nor praise the practice, but to offer a careful and reasoned examination. Given the similarity between videogames and movies this research synthesis incorporates analysis of advertising placement within those genres with limited processing theory to propose a placement model for digital games. The analysis includes the perspective of advertisers, game publishers and designers, and end user consumers. This work finds that currently there are multiple approaches to in-game advertising, but that it is an accepted practice by end user consumers. An agenda for future approaches is also offered.1