Effectiveness of Product Placement in Video Gaming Among Female Gamers

With the rise of female games, marketers wish to establish if their spending budget on in-game advertising is an efficient scheme of reaching the target audience. The aim of the dissertation was to find out if there is an opportunity for marketers to tap into the rise of female gamer. This book has evaluated the commercial value that is derived from placing product placement in video games among females. The introduction has defined product placement and given various strategies that are used to employ it. The literature review section has discussed available literature on in-game advertising, around-game advertising and adver-games. Fifteen female participants were used for the methodology part of obtaining data. They played three games and their memory on brand awareness was tested for each platform. Convenience sampling was used to obtain the sample: Since the study was interested with university ladies between the ages of eighteen and twenty-four years. The findings were given and conclusions given.