Article | Proceedings of SIGRAD 2015, June 1st and 2nd, Stockholm, Sweden | Playful Advertising: In-Game Advertising for Virtual Reality Games
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Title:
Playful Advertising: In-Game Advertising for Virtual Reality Games
Author:
Xiaopeng Li: KTH Royal Institute of Technology, Stockholm, Sweden Mario Romero: HPCViz, KTH Royal Institute of Technology, Stockholm, Sweden
Download:
Full text (pdf)
Year:
2015
Conference:
Proceedings of SIGRAD 2015, June 1st and 2nd, Stockholm, Sweden
Issue:
120
Article no.:
013
Pages:
46-48
No. of pages:
3
Publication type:
Abstract and Fulltext
Published:
2015-11-24
ISBN:
978-91-7685-855-4
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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We present an early exploration of in-game advertising for virtual reality games. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual reality games. Next, we report the results of a number of field studies, expert interviews, prototype designs, and describe the design of a pilot user study. Based on these results, we discuss the design of interactivity and immersion for in-game advertising and the impacts on consumer learning and game experience.

Keywords: Games; advertising; interactivity; immersion

Proceedings of SIGRAD 2015, June 1st and 2nd, Stockholm, Sweden

Author:
Xiaopeng Li, Mario Romero
Title:
Playful Advertising: In-Game Advertising for Virtual Reality Games
References:

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Proceedings of SIGRAD 2015, June 1st and 2nd, Stockholm, Sweden

Author:
Xiaopeng Li, Mario Romero
Title:
Playful Advertising: In-Game Advertising for Virtual Reality Games
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