Brand placements in video games

History of Video games

The first idea of making a video game came to the mind of an engineer named Ralph
Baer in 1951. He was asked to make television by the company he worked for Loral,
the basic idea was to develop a television which had games within it, but the
company was not interested in such type of ideas. In the year 1950 the very first
video game was created by college students in a lab this was done using their free
time. And again a similar with a similar idea in 1960’s a student from MIT Steve
Russell made space war a game on a minicomputer. And within that year in 1960s
Ralph Baer created a game which was playable on a T.V. And in the year 1968 he
got a patent right for the game (Gamesspot 1)

1980 was the beginning of the new video game evolution, in the same year there
were major games released which were very successful – Space invaders from Atari
and Pac Man of Namco. The main reason that led to the fortune of the gaming
console was the success of arcade games. In particular the arcade game in the
United States in 1981 alone created a profit of 5 billion dollars (Gamesspot2)

The second biggest video game console was launched in the year 1982 along with
the entrance of Colecovision. A major part of the company’s profit came along from
the gaming patents acquired by Nintendo, which exclusively included Donkey Kong
and Dong Kong Junior. After a brief pause between the era of 1980’s Nintendo took
over as market leader with the launch of their Eight – bit gaming system in 1986.
Later on in 1980’s Nintendo continued to rule the industry with blockbuster games
like Super Mario Bros and Tetris. While at the start of 1989 Nintendo developed a
niche market segment by launching a gaming set which was hand held and was
named GameBoy. As 1990’s started Nintendo was facing a new opponent with
serious completion from Sega’s 16- bit Genesis gaming system.

The Genesis dominated the market for 5 long years, then in 1994 sega upgraded its
system from 16 bit to 32x which helped it to play 32-bit cassette games, but however
majority of the console gaming industry choose not to work on the 32x console , later
on in the 1990’s an interactive multiplayer named 3DO was created by a company
and was patented and produced by only limited companies like Sanyo , goldstar and
Panasonic. But in turn the high price 699$ proved to be a downfall and lead to failure
of the companies and its patent holders. (Gamespot3). In 1995 proved to be turning
point in history of video game consoles when Sony arrived with the P S One (Play
station One). Sony’s console was priced at 299$ and soon captured the whole
console gaming industry.
After the launch of the P S 2 (Play station 2) in the year 2000.Later on in 2001 Xbox
was released by Microsoft into the console market. The play station was successful
way beyond imagination and created a great deal of enthusiasm among gamers , it
was as if every gamers’ dream to have one. The demand for the P S 2 was sky high,
it was nearly impossible to buy one from retailers. So it turn out that the console
game which was available for 299$ was sold for 1000$ and above due to short
supply (Gamespot 4). Within a year Sony was able to sale more than 10 million Play
Station 2 consoles.

In 2005 Microsoft launched Xbox 360 which had efficiently processed power. In
addition to that it also could play DVDs and also had its online community Xbox live
which enabled the Xbox 360 owners to play multiplayer games online. Microsoft
made the first move and got advantage in capturing the market and gave good
competition to Nintendo and Sony. The 360 also had a hard drive which allowed
storing games.

Sony released Play station 3 in November 2006 in Asia, America and March 2007 all
over Europe . Playstation had a special feature which allowed it play blu-ray disc and
store games. It was the first and foremost which could deliver high definition output.
It also had wireless remotes using blue-tooth it has two versions the 160 GB and 250
GB

Wii launched by Nintendo in 2006 November is a video game console , it instantly

gave competition to Sony’s play station 3 and Xbox 360 of Microsoft . The Wii has a
wider market reach than both of its competitors.(Nintendo) As on 2010 December ,
wii is more successful over Sony and Microsoft in sales world over.(Nintendo 2) In
last year on December 09 Wii broke all records for the fastest selling console in just
a month ever in the U S.(Nintendo 3) .Wii has a unique characteristic quite unlike
any of other video game consoles , it has wireless remote controller, that is used as
a handheld remote which can detect movements is 3-D. It also has motion sensing
technology. Like the Xbox has live similar to that Wii has Wii Connect 24, which
helps the console to get updates and messages from the internet. (Nintendo 4) .Wii
is the 5th console game released by Nintendo just after gamecube, it also has
playback which helps the players play all gamecube games on Wii.
Ever since Wii was released, its sales figures have been consistently much higher
than that of its competitors, NDP group claims that Nintendo sold Wii consoles far
greater in number than playstation and Microsoft combined together in mid 2007.
(Kuchera Ben)

Introduction

Gaming Market

Games are not considered a niche market anymore. And no longer is the idea of
game players are only those wearing specs and nerd types. Games are now
believed to be worth well over 10 Billion dollars (Sandoval, 2005). Games are now
quickly replacing T.V music videos , movies and many other forms of entertainment
media. Previous studies reveal that games are a bigger source of entertainment than
T.V (Rodgers, 2002). Mediaedge:cia studies reveals that playing games as the 4 th
most popular form of media after T.V , Internet, music, and estimated almost 150
million game players in the US alone. The study also shows the socio-demographic
features of game-players, displaying strong male percentage of 64, in contrast of
female percentage of 36, age group primarily belonged to the age group of 12 to 34.
Game-players were literate (64%)

Brand placement in video games

Advertisements in videogames can be classified under two categories

1. Advergaming- Which refers to creating games specifically according to a brand in a

way to popularise it ,
2. In- game advertising – Which refers to the brands and products which are placed
inside a game similar to that of a movie or music video. (mediaedge:cia report, 2005).

Games have quickly evolved as the new form of brand placements , though there
has been comparatively less research done in the area and placements done in
video games. Studies done by Nielsen Entertainment 2004 claims that in-game
advertisements are more helpful in improving brand recall and recognition and
almost one fourth of game-players recalled the advertisements displayed in the
games played by them. Advertisements which are much better co-ordinated are
much more convincing. Therefore exposure via in-game advertisements tends to
increases the chances of selling of the brand. Past researches which explore product
placements in games are done by Chaney, Lin, and Chaney (2004) and Nelson (2002).

At the very beginning of product placement in 1980s , the video game company sega
placed a Marlboro billboard in few of its video games (Neer, 2006). At the early
stages of product placements it use to be practise to include brands in the video
games by their respective inventers , who in turn would pay the companies for
placing the brands in the video games(Leeper, 2004). In todays time it is the exact
opposite , now companies pay to the game inventors to have their brand placed in
the video games. Before the game Need for speed was launched by a very huge
gaming company Electronic Arts, many advertising agencies were in the race for
placing their products in the games(Delaney 2004).
Product placements Vs Brand Placements
The earlier reviews of brand placements were done by Karrh (1988) who insists that
product placement is the very most popular form of depiction; on the other hand
brand placements are more accurate. Karrh also believes that its a brand (Like
Mercedes) not a car which a product that’s actually placed.
Though it is still unclear that whether a product placed is considered as a car or a
brand placed called Mercedes, which is considered as a brand when placed in ad or
billboards with just the Mercedes logo , The logo which is a way of symbolizes the
car. But then it depends on person’s perception who is watching ad or billboard.
Hence in some way its a individualistic belief.
However, according to Karrh(1988) it would be highly unlikely for anyone who is
willing to pay to get their product placed. Till date none of the company has yet paid
to anywhere to get their product segment placed. Hence it makes much more sense
to call it brand placement rather then product placement.

Literature Review

Games are quickly evolving in a new form of advertising, moreover there is little
research done over the marketing activities used in promoting brands in games. In
America only the sales figure of PC and video games went to 7.4 billion dollars
(Entertainment Software Association (ESA) 2007a). Market research group NDP
declared 920 million in U.S last year (Business Week).Where as in Australia the
estimated value of placements in games alone were predicted at 1.25 billion
Australian dollars (Manktelow 2005; Schneider & Cornwell2005). Brand placement
evolved out of free supplies by organisations to a Billion dollar corporate companies
which are run by commercial companies which are looking for new platforms to
advertise brands. (Delorme & Reid 1999; Nelson et al. 2004; Shea 2004).One of the
biggest soft drink Company Coke declared to promote its product in the direction of
Games and DVDs’ (Grover et al. 2004).
While technological advancements over a period of time have (for eg satellite T.V
DVDs blu-ray) have made much easier for the audience to avoid advertisements. In
return the corporate companies need to find alternatives to traditional advertising.
Brand placement in the field of media is one of the strategies which marketers have
started to implement. Brand placement refers to the involvement of brand identifiers
in entertainment field , in place of commercial advertisements(Karrh1998; McCarty
2004; Morton and Friedman 2002)
Brand placements have been marketed in a various forms of entertainment media
which consist of video songs , movies, T.V shows (Gould and Gupta 2006; Karrh
1998; Vollmers and Mizerski 1994).
Increasing brand awareness is among the most common goals advertisers have in
using product placement in games. It is often assumed that the number of people
playing a game is equal to the number of people actually paying attention to
the brand names embedded in the game. A game player is engaged in playing the
game, however, and that is what occupies primary attention. Since brand names
displayed in a game are not the focal object of attention, it is important for
advertisers to determine whether their brand name is actually being noticed.
Most cognitive psychologists believe that attention is the process of allocating
cognitive capacity to an object or task (Kahneman 1973; Lang and Basil 1998). In
discussing attention, researchers often focus on two aspects: its selective aspect
and its intensive aspect (Kahneman 1973; Lynch and Srull 1982; Olshavsky 1993).
Intensity of attention refers to the amount of cognitive capacity that is allocated to a
particular task. Selectivity refers to the selective allocation of cognitive capacity to a
particular task in preference to others.
The concept of branding is becoming more and more popular in the world of
entertainment as a result of decline in traditional forms of advertising. (Lowrey,
Shrum, and McCarty 2005). Other than brand promotion in television(e.g., Gould and
Gupta 2006),, print media ie magazines(e.g., Van Reijmersdal, Neijens, and Smith
2005) and newspapers, and movies, games have proven to be a new platform of
brand placements. (e.g., Garcia and VanBaker 2004). Nowadays there are games
which are specially developed to work as adverts to promote brands, there is a clear
difference between a real game and advergame. (Kretchmer 2005, p. 7). The
advergame is less complex , short and simple with short game play, it can be
promoted easily via, interenet on gaming websites , or suggesting friends , viral
marketing.

Conjoining brands in games is becoming a popular business in today’s world.

PricewaterhouseCoopers estimates that brand placements in games would be a 3$
Billion business by 2009, which should come as a surprise because 69% of
American males have claimed to play games(Entertainment Video Software
Association 2006) . As per the Boston research firm Yankee Group , the
advergaming industry, which is a part of gaming industry , is estimated to create a
huge sum of 312. Million by 2009.
Popular brands such Burger King, Coke , Honda, and Gillette have started investing
in advergaming (Shields 2006.) In a particular coke advergame the gamer has to
grab soda bottles that are dropped off a conveyer belt. And the results of the
advergame for Burger King show 40% increase in sales. (Wilson 2007).
Steady increase in academic interest as to how customers behave to the persuasive
messages (e.g., Farrar, Krcmar, and Nowak 2006; Nelson, Yaros, and Keum 2006;
Yang et al. 2006).

What is Brand placement

What is brand placement? Its popularly known as, and less correctly referred as
product placement, its a brand which comes on more highlight than a product , as
per (Babin and Carder 1996; Delorme, Reid, and Zimmer 1994; Karrh 1995a. 1994),
brand placement is able to project “ the proper essence of activity”.
In other words brand placement is also defined “ by including branded merchandise ,
via the medium of video , audio in electronic media”

Types of brand placements

Brand placements in Movies

In spite of the wide-spread significance of brand placements, very less information is
available, and known to consumers; Mau, Kehres, and Silberer (2006, p1),
The very first researches conducted by Nebenzahl and Secunda (1993), covered the
customers view point on brand placements , it was done in the united states of
America, the survey was done on the age group of 18 to 34 year olds. This resulted
in positive behaviour in relation to placements , and choose brand placements over
traditional types of advertisements which occurred on television, because it was
considered as a disturbance.
Therefore, Nebenzahl and Secunda (1993) concluded that the people who were
against brand placements were more so for moral reasons, a study done by Gupta and
Gould (1997) who implied the moral aspects to different products like tobacco, liquor
and arms were assumed to less agreeable to be placed in movies. While , Gupta and
Gould (1997) also learned that females were less positive in comparison to men about
such arguable placements.

A research done by Morton and Friedman (2002) that refers to consumer’s assumption to
purchase attitude, therefore by investigating the importance of buying behaviour
towards brand placement a connection could be established between consumer
buying behaviour and brand placements. The study shows results which underpins
the belief that positive behaviour towards typical brand placements which can help in
making the consumer buy the product, and the negative attitude would demotivate
the consumer to buy that product. (Morton and Friedman, 2002)
Brand placements in video games.
Apparently the very first study conducted by Nelson (2002) on customer’s behaviour
towards brand placements consisted of 36 students in America they were given a
questionnaire which gave out a positive result towards brand placements in games
and students also revealed through questionnaire that placements made the game
feel more real in terms of game- play and experience, but the other results also
indicates that the degree of approval of placements relies upon the which type of
game it is and where and in which way was the brand placed.

Another study showed outcome very much alike Nelson (2002), Molesworth (2005)
this research consisted of five focus groups of four game players each, and each of
the players after playing games were evaluated and it was found out that the game
players felt positive about brand placements due to the fact it brought reality to
game-play and it also helped in funding the game designers. While some of the
evaluations also revealed that a few game players were worried that game
developers would create games significantly for producing a high profit via brand
placements, it was recognised as a negative aspect of brand placements.

Despite the fact that academic research done above has analysed consumer
behaviour towards brand placements in different genres like games, films, music
videos and T.V. It appears that game-players are seemingly more eager and positive
towards such brand placements as compared to other people watching placements
in movies, or music videos or T.V. The reason for this can be due the truth that
games are not yet as definitive as movies are. Hence its upon the games features
how good they are and how real they make the game look like. (Ho, 2006).
Effect of brand placements on Memory
When it comes to films and T. V , the common objective would be to maximise
public’s awareness towards the brand , which would result in more number of people
recalling the brand. (d’Astous and Chartier 2000). Previous research on brand
placements indicates stress being laid on audience’s memory in relation to brand
placed in a T.V or a feature film. (Karrh 1998; McCarty 2004; Yang, Roskso-
Ewoldsen, and Roskos-Ewoldsen 2004). Studies done on brand placements with
regard to memory has resulted in varied outcomes (Babin and Carder 1996; Ong
and Meri 1994; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004)

According to Ong and Meri (1994) brand placements have invariably has varied
effects on different brands, for example, in a particular movie falling down was
shown to people, out of whom most people were able to remember the coca-cola
brand which was placed in the movie but only few were able to remember beer by
hamm’s (Ong and Meri 1994).

There is previous empirical study done on brand placement in games but very less
literature is available on the same. But the significance of brand placement in games
and its effect on game players with regards to attitude towards brands is as
important as brand placement in movies or music videos (Nelson 2002). Within two
researches which consisted of sports games , Nelson (2002) concluded that game
players were able to recall 27% of brands just after they finished playing the game,
and just 13 % of them were able to recall brands after an interval of five months.

The game players were also able to remember the brand which related to them
directly, which they liked or brands which were regionally placed. Such type of brand
had more recall value than those of international one’s like coca-cola or Pepsi. A
telephonic interview done Activision along with Neilsen Entertainment, the data was
collected included only men from 8years old to 34 year old. From whom 25% of
game players were able to remember brand placements from the games they
played. (Activision 2004) Moreover almost 33% of the game players agreed to the
fact that brand placements had an impact on their buying behaviour (Activision
2004).

, Chaney, Lin, and Chaney (2004) discovered that game players who played a first
person shooting game were able to recall the posters which were in the game, but
were unable to remember the brands on the which were present on the banners and
posters, A similar survey done by Grigorovici and Constantin (2004) had mixed
results some of the occasions the players were able to recall the brands and some
they could not for example, the game players were able to remember brands
immediately when they appeared on banners ,on the other hand game players were
not able to recall brands were placed elsewhere in the game other than the
billboards and sometimes when games required high level of concentration the game
players would rather than focussing on brand placements give importance to just the
game play.

Nonetheless , previous research which evaluated brand recall and brand awareness
within music videos ,feature films and games have two big disadvantages , firstly
majority of the research conducted does not confirm whether brand recall and brand
awareness takes place due to the game players or audience watching movies
recalled them in particular, or by co-incidence. Sometimes the game players just
guess particular brands because they are well known than others.

In order to have manage such a problem, a tracking solution is implemented through

which in survey the game players could be corrected if they recalled the wrong
placement which was not present in the game , and the research could get correct
results by making the game players do the survey again , but that could lead to a big
delay in the survey being conducted . Moreover previous research merely stresses
upon brand recall and brand awareness as a degree of recollection with regards to
brand placements.
Researchers (Graf and Schacter 1985, 1987) argue that conventional techniques of
brand awareness and recall cannot correctly determine the degree of a brand
placement’s impact on the game player’s memory; majorly there are two types of
memories implicit and explicit, the implicit memory could be affected by placements
even when audience do not have any explicit memory in order to view the brand.
(Auty and Lewis 2004; Law and Braun 2000; Law and Braun-LaTour 2004).

Implicit memory and Explicit memory

Explicit memory happens when a person tries to remember a particular occurrence
which has already taken place. There are two ways through which explicit memory
can be measured via recall and recognition. These two are able to evaluate various
features of explicit memory (Townsend and Ashby 1984). Unlike explicit memory,
implicit memory doesn’t depend upon memory recall. (Graf and Schacter 1985,
1987; Law and Braun-LaTour 2004).

The significance of implicit memory is a course of action in which a particular

instance could affect the recognition of consecutive events irrespective of the
previous event (Jacoby and Kelley 1987).

Previous studies on implicit memory with regards to brand placement research that,
the participants were not able to remember the names of brand which had been
shown to them, the names of the brands however would have been affected by
popularity and alternative choices (Auty and Lewis 2004; Yang, Roskos-Ewoldsen,
and Roskos-Ewoldsen 2004).

There is no association at all within these two memories implicit and explicit
according to various researchers scholars (Graf and Schacter 1985, 1987; Jacoby
and Dallas 1981; Richardson- Klavehn and Bjork 1988; Roediger 1990; Schacter
1987; Tulving, Schacter, and Stark 1982). Another study on brand placements in
movies with regards to implicit and explicit memory suggests no relation between the
two (Yang 2004; see also Auty and Lewis 2004; Shapiro and Krishnan 2001)

Implicit memory is considered as a crucial aspect in advertisement studies (Duke

and Carlson 1993, 1994; Krishnan and Chakravarti 1999) due to the disadvantages
of explicit memory scholars have been forced to take up implicit memory as an
alternative (Shapiro and Krishnan 2001)
Specifically, Duke and Carlson (1993) recommend that customer’s buying
behaviour can be affected by conscious and unconscious recall, even while buying.
Implicit memory has the ability to identify effects from coincidental advertisements
which take place when participants aren’t focussed towards watching the advert
(Shapiro and Krishnan 2001). Therefore implicit memory could pose as an
important aspect of brand placements even when the previous advert has not been
recalled properly (Sanyal 1992).

Very few researchers have conducted research relating to adverts with regards to
implicit memory (Duke 1995; Duke and Carlson 1994; Krishnan and Chakravarti
1993; Krishnan and Shapiro 1996; Shapiro and Krishnan 2001). Although these
studies done are very less in terms of figures still these studies are enough to back
the application of implicit memory, because implicit memory can uncover effects of
adverts which normally go undetectable by methods which are used through explicit
memory.

Implicit Memory in Brand Placements Research

Law and Braun (2000) applied implicit memory to examine the level of effectivity of
brand placements in relation to T.V . It was discovered that such placements not jut
determined explicit standards of retention , but even implicit standards of retention.
During the research the people selected for survey would suppose they are
assisting their friends do shopping for brand- new home.
It was found that the people shopped for household items for their friends which
were same as they saw on jerry Seinfeld , they choose house hold items which were
shown in the latest telecast rather than the one particular show which was shown to
them previously. This shows that placements can alter buying behaviour when it
comes to brands(Roskos-Ewoldsen, Roskos-Ewoldsen, and Carpentier 2002; Yang
2004; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004).

Brand recall
Aaker (1996: 10), explains that brand recall is considered as a individual’s power to
recall brands that were placed in movies which has been watched. It was
discovered that audience who were watching movie had a higher brand recall when
the placements were displayed consistently rather than displaying just one time.
According (Aaker, 1996: 10) brand recall associates to audience’s power to
recollect the brand from memory (Aaker, 1996: 10).
.
Brand categories, which consist of a brand placed in movies or music videos can
help in recollecting the brand placed within movies or videos (Dodd & Johnstone,
2000: 143). But it demands audience’s complete attention in recollecting the brand
from their memory when granted a crucial clue. Brand awareness could prove to be
beneficial for a marketier.

Aaker (1996: 174), suggests , there are three discrete merits, it gives brand a feel
of being familiar, the attractiveness of a brand would ascertain if it would be recalled
at a crucial point of time in the buying of the brand, brand awareness is considered
to an advantage which can be long-lasting and credible. An important constituent
which can be determining , is individuals recall and memory. Consistent display of
brand in a movie has a significant purpose Balasubramanian (1994: 21) stresses
thar recall is believed to be an important mesure of brand placement’s effect on
consumers.
Brand affiliations are the one of many ways that a marketier could implement by
psychologically provoking consumers to buy their brands. According to Bovée,
Houston & Thill (1995: 248), brand affiliations are specified as perceptual experience
and pictures which audience associate with special brands.

Marketing agendas that relate powerfully and make a favourable picture, has
confident and pleasing affiliations regarding the brand on the individual’s
perception(Keller, 2003: 70). The affiliation connected to a firm and its brand can be
long lasting to its company and its assets.
Alba & Chattopadhyay (1986: 363) discovered that movie’s audience which has
been shown persistent brand placements will improve the brand’s awareness and
brand recall. Brand awareness is examined as degree of stimulation of the brand
inside the individual’s mind (Berry & Miller, 1998: 3).

Every individual is into a dilemma and requires to decide in day to day life that
comprises of memory cognitive processes Atkinson & Shiffrin (1971: 84) a position
in which data enters through outer surroundings and goes through receptive memory
in to the short term memory. Important data is transferred on to long term memory ,
here the data can be available for a long period of time for eg couple of months to
couple of years(Atkinson & Shiffrin, 1971: 84). A movie goer has more chance of
having a short term memory if the placement in the movie is recent , but if the movie
goer is repeatedly shown the placement for over a period of time he or she then has
a better chance of a long term memory recall.

Recognition
As per Dodd & Johnstone (2000: 143), brand recognition is considered as
individual’s power to recognize a brand in a movie. If a brand wants brand
awareness it should have fair enough time to display its image or logo in order to be
noticed by the audience along with that the placement should be well structured like
video or audio or both.Brand recognition needs a person to distinguish stimulation
which is incidental from stimulation which is external and perhaps irrelevant (Dodd &
Johnstone, 2000: 143). Brands need to have distinguishing characteristics from
others such that it could be easily recognised by the audience.
Brand recognition relies specifically upon the aim of brand placements in the field of
entertainment such as movies as claimed by D’Astous and Chartier (2000: 33) The
duration of time that a brand is displayed is known as the aim of the placement and
the magnitude to which the brand is placed in a movie scene and if the movie
watcher was or was not able to watch the placement is considered as unobjective .
Brands could be established in a movie obliquely by innovative placements for eg
posters and afverts using hoardings or stage set placement in which the brand is
placed in a regular surroundings for eg a drawing room, Such type of placements
also contribute to realness to the brand and the movie too. (Dodd & Johnstone,
2000: 143).

It depends upon the input taken while a watching a movie, the movie watcher can or
cannot recognise brands which were critically placed in a movie. There are six
different classes affecting the manner the brands are placed in movies contributing
to recognition which evolved during a study done by D’Astous & Chartier (2000: 33).
It was discovered that recognition of brands relies upon nuances , duration and
consolidation inside the placement area , like movie or a game. And it also depends
upon individual’s tastes and preferences’ about the brand .
Earlier study done by Gupta & Lord (1998: 49) shows brand and brand recognition
is high when a brand placement involves video as well as audio placement in
contrast to just a quiet video use. Salient video placement is when the brand is
recognised easily by target audience and when it has a big prominent scene in a
movie.
A exquisite video placement of the brand has less duration of placement and
backdrop prop up excluding the audio placement .eg a car on a poster going on a
free way. This is when the person can see only the car in the backdrop of the poster
which is distinctly noticeable.

Limited capacity model

Every marketer’s basic aim is to improve brand awareness with the use of brand
placements in video games. Oftentimes it is pre-assumed that the number of game-
players playing the game equals the number of people watching the brand
placements appearing in the game. When game player is involved in playing the
video game, this involves his primary concentration . Because brand names exposed
in video games are not central target of attention , its crucial for the marketer to
ascertain if their brand is reality is being observed by the game players
Almost all psychologists consider that attention is the way in which cognitive capacity
is accorded to a target (Kahneman 1973; Lang and Basil 1998) While talking about
attention investigators always concentrate on two characteristics intensive feature
and selective feature(Kahneman 1973; Lynch and Srull 1982; Olshavsky 1993).
Intensity of attention means selective distribution of cognitive capability towards a
specific work in choice over others.
Limited capacity model of attention was created to illustrate selective and intensive
features of attention (Kahneman 1973). The model presumes that a individual’s
attentional capability at any one point of time is confined(Kahneman 1973). The
entire capability assigned to carry out all actions can be split up into two divisions ,
capability assigned to common task, and reserve capability (Kahneman 1973; Lynch
and Srull 1982).
Reserve capability is assigned to subordinate tasks and other environments . It is
assumed that capability applied to execute common task can’t be applied for
subordinate tasks.. More the capability applied for common task , the lesser the
individual has usable capability to finish subordinate task.
Common task and reserve capability are significant for comprehending the
consequences of brand placements in video games on memory. Playing the video
game is the common task for gamers and processing adverts placed in the game is
a subordinate task(Grigorovici and Constantin 2004). More the attention the game
requires while playing the game the less the attentional capability will be used for
processing adverts present in the game.

Brand Placement Proximity

Considering the fact that there is very less reserve capability , many elements which
can impact the effectiveness of brand placement in video games affecting brand
memory. A significant point to be noted is the place where the brand is displayed in
the video game, this is known as proximity . Particular brands were located in the
central visible field.Previous studies analysing brand placement revealed that
distinctive brand placements outmatched subtle placements in relation to evoking
memory(d’Astous and Chartier 2000; Gupta and Lord 1998). The same concept
should be implemented in terms of games. During a game play the game player is
much focussed of just playing the game.
Focal brands are always displayed in the middle of the video game so the
information of focal brands being processed is essential to common task(which
means game play is important to player rather than processing advertisements) and
an individual may be less capable to execute the subordinate task. When brands are
placed on backdrop posters there should reserve memory to process brands.

ELABORATION LIKELIHOOD MODEL

What is the reason for an individual to recall and advert or be influenced to buy a
specific brand is kind of difficult. Consumer behaviour theories can’t fully reason in
what way consumer’s process influential information. A theory primarily implemented
to make clear how consumers process information is Elaboration likelihood model.
The elaboration likelihood model suggests that an individual process information
purely by his or her interest in the information. (Petty and Cacioppo, 1983).
When an individual has an interest or extremely affected by an advert, then the
individual transfers the info through main path, if an individual is not interested then
he or she transfers the info via outer path, Main path processing requires more
illustration that outer path, which depends on subordinate notions like is the anchor
attractive. Information that is relevant to the individual (high interest) is transferred
via main path, after this the individuals decides whether if he or she likes the content
from the information, if the individual like it then it affects their mental outlook , which
would result in change in mode of conduct.
On the other hand if the individual does not like it then their mental outlook does not
get affected. If an individual finds the content from the info a bit relevant (low
interest), external notions which is how attractive is the anchor, or colour of brand
which gets crucial and receives a lot of focus. Hence this theory suggests,
consumers would go for the brand only if they like the anchor sponsoring the brand.
Brands which are able to bring forth low interest buying intention, for e.g. FMCG
(brands related to fmcg products) Brands which are related to long life time and
which are expensive for eg car and bikes etc which are expected to actuate the main
path since people think a lot in making decision whether to buy the product or not
hence when they retrieve the information it makes more sense to them(Petty and
Cacioppo, 1983).Brand placements are expected to go via subordinate path because the
information regarding the brand placement consists of a brand’s logo or symbol. While the
audience is watching a feature film or a T. V program, the likeliness of that particular
audience is centered towards the movie rather that the placement in the movie or T.V
program. There is a low interest towards the placements.
A similar instance occurs while the game player is involved in game play, when it
comes to car games; the game player is more attentive towards controlling the car
and not ramming into walls which have brand placements on them in the form of
posters. In simple words, processing placements relies solely on game player’s
engagement with the gaming contentWhen game players are extremely engaged in
the content while playing videogames in contrast to just viewing it, the game players
are mostly expected not to concentrate on placements as external clues. While
viewing a game play , the individuals engagement is less than that of game player
when he is playing the game. Hence the individual is expected to be more focussed
on external clues like posters and hoardings
However consumers assume that brand placement are not important and would
rather ignore such placements during a game play because that would distract them
from the game, Krugman’s (1965) low involvement theory proposes that audience
does process , irrelevant information even if it of no use , they can do so without
being attentive towards it. Krugman’s (1965) mentions in his published paper “ The
Impact of Television Advertising,” a research consisting of four advertisements
displayed consistently is somewhat alike to content classified as irrelevant. So game
players who are active can still note particular posters and hoardings in the game but
when asked to recall those brands on the posters they may not be able to do so. But
less recall in the case of active game players rather than passive game players is
due to model of Elaboration Likelihood.The theories mentioned above, it can be
analysed that during the game play the gamer is involved in controlling the car and is
highly engaged in it and is aroused , in such a way that their whole concentration is
in to the game and finishing the race, any external clues which are posters and
hoardings are assumed as a interference in game play and hence such information
is rejected by the game player due to confined processing power of the brain. But
when the individual is in a passive condition he or she is highly expected to be
attentive towards the whole game rather than just driving the car and could end up
seeing the posters and hoardings which the active game player cannot do so while
driving the car. A study conducted which included research on a football game which has a
very higher exhilaration results in a adverse outcome and low brand recall of posters and
hoardings (Pham, 1992). While a video game which is related to car racing is more likely to
stimulate the game players , low brand recall in the racing game is anticipated from the
players playing the game rather the audiences viewing the game. The theory below links
attention to recall called the multiple resource theory.
MULTIPLE RESOURCE THEORY OF ATTENTION
The theory of multiple resources suggested by Wickens (1984) proposes that
multiple attentional resources does exist and people can do two different jobs at the
very same time and still pay attention to both, for eg playing a car racing game and
at the same time noticing the placements on the posters. However if the two jobs
need different attentional resources, the execution of the jobs can be effective
without substantial disturbance. However it relies upon the how the resources are
distributed if the two jobs demand mutual attentional resources(Smith and Buchholz,
1991).It implies that game players in active state can be capable of retaining an recalling
posters and hoardings and the secondary date would relate to their aim during the game play.
Hence the list of posters which can be recalled relies upon the number of resources allotted to
that process. The below paragraph illustrates primary and secondary task.

PRIMARY-SECONDARY TASK THEORY

People at times are involved in more two or more tasks, it can be consistent or at
consistent intervals. Researchers named it as “primary-secondary” activities or
concurring activities(Hendrix and Qualls, 1981; Juster and Stafford, 1985; Walker
and Woods, 1976). Since the primary task is playing the game, game play requires
more resources in contrast to secondary tasks for eg noticing posters while playing
the game. When both task primary and secondary are combined and limited capacity
model together ,It can be revealved that people can are able to manage their
memory resources within two different tasks in car racing game like finishing the race
which is primary task, processing data which is not linked to the game play’s aim.
(Lavie, 1995, p. 452),Recall depends upon the reserve capacity is allotted to
processing posters and hoardings, and this again relies upon capacity used in
primary task. The total of the two capacities is consistent and confined as per limited
capacity model. Henceforth the more requirements for resources to finish primary
task, the lesser the placements are recollected. It is hard to determine the exact
resource allotted in a lab study , another way of finding resource allotted would be to
calculate period of time elapsed to get to finish line To get across the finish line and
fulfil the aim speedily , the game players needs more focus in doing so, in simple words the
more time required to complete the race, the lesser resources are dedicated towards the
completion of primary task, as a result of this spare time remains to process secondary
activity , resulting in better brand recall of placements including poster and hoardings

Research Methodology
The methodology chapter involves in depth examination applied to analyse the
participants, their inputs and their changing interests, 10 participants were taken
from various universities in London. Out of which 7 were males and 3 were females
and they belonged to the age group of 18 to 34. However a small same size would
confine outer efficacy and lay other restrictions, a sample from students is taken
intentionally because it will decrease singular degree of fluctuation. Moreover
“mediaedge:cia” report (2005) claims almost 80 percent of the game players in U.S
only belong to the age group of 12 to 34 more over 89 percent of teenagers play
video games . Subsequently sample size from students is justifiable as to the aim of
the research is not to generalize the outcome from the universal sample size but
taking into consideration the target market which is the youth between 18 to 34 and it
makes much more sense to take the same sample size from the same age group.

PROCEDURE
Participants were taken from different courses and levels right from undergrads to
post grads and were asked to come to lab, after that the participants were informed
they need to review car racing game and give suggestions abou the game, the
participants were also told the basic aim of the research was to obtain the game
players views on the car game called gran turismo 4.
When the participants came to the lab they were divided into two groups
 Driving the car with placements in it in the form of posters.
 Viewing the game with posters in it.
Playing the game was termed as active state, and viewing the game was termed
passive state. Participants were given proper seating arrangements then a play
station 2 console was connected to a LCD television with gran turismo game CD
loaded into the console. Participants were informed about the driving rules of the car
racing game to the active state game groups. The aim of the racing game was to get
the car across the finishing line and be the first to do. The car can be steered with
the help of a play station joystick controller to go left or right forward and backwards
The control x is used for accelerating, and square button for brakes, triangle for
reverse and joystick to go left and right. Participants were asked to play the game
and feel at home as they would be playing the game on their own TV, it was made
sure the volume and the race track selected was same for everyone.The placements
which were present in the game as posters and hoardings besides the side walls,
thirteen different brands were embedded in the car racing game, the posters were
placed at same lengths from each other all over the racing track. The brands
belonged to various product classes, FMCG, car products and electronic items .

After the objective of the game was finished , all participants we give a sheet of
paper and were note down the brands which they could recollect during game play.
After filling the sheet of paper the participants were transferred to a different room
and the mediator had a normal discussion regarding their courses and university life.
An hour long evaluation took place in order to assemble information from participants
about how they felt about the brand placements and whether they noticed it or
ignored it.

Findings
ATTENTION AND MEMORY
According to Khaneman (1973) attention and memory depends upon the type of activities. Some
actions requires more attention and memory than the others. Many actions are carried out
simultaneously, but attention is allotted depending upon type of action. Attention and memory are
closely related to each other but state of alertness can increase awareness Khaneman (1973). Brain
acts as central processing unit in which all the actions are analyzed and processed; depending upon
the type of action attention is designated. For instance in car racing video game, brain analyses the
demand require to drive a car and hence dedicates attention based upon the requirement.

AROUSAL

Stoke and Kites (2001) suggested arousal as, basic energetic state of an organism. Many researchers
used variety of physiological test to measure the level of arousal such as EEG, EKG, level of reticular
activity, facial muscle tension, rate of respiration and blood pressure (Caccioppo and Tassinary,
1990; Lang, Greenwald, Bradley and Hamm, 1993), self reported rating is considered to be much
easier and common method to assess the level of arousal.

For instance while playing racing car video game- a person should focus on the other information as
well. Arousal level is directly proportional to amount of processing and efficiency in playing video
game. Hence, increase in arousal level also increases level of processing and improves efficiency in
playing video game, and restores memory.

All in all, based on multiple resource theory and primary-secondary task theory, it can be concluded
that, recall can be referred as time take by an individual’s to complete the race. Moreover, other
theories on attention, memory and arousal suggest that recall depend on level of arousal while
playing or watching the videogame. The forthcoming areas will analyze the mere effect of exposure
and psychological reactance theory to see whether brand placement in video games will have an
effect on attitudes and purchase intentions of customer.
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