Abstract—The aim of this research is to establish the extent of the effectiveness of in-game advertisements in online games. A sample of 30 respondents between the ages of 18 to 25 years of age was selected for the study. Respondents played an online game and completed a questionnaire designed to establish the recall rate of in-game advertisements. The findings suggest that the number of advertisements in a game, location of the advertisements and familiarity with the brand had an effect on brand recall rate although perceived pace of game had a moderating effect on the rate of recall of advertisements.
Index Terms—Online Games, In-Game Advertisements, Brand Recall
Cite: H.K. Leng, S.L. Quah and F. Zainuddin, "The Obama Effect: An Exploratory Study on Factors Affecting Brand Recall in Online Games," International Journal of Trade, Economics and Finance vol. 1, no. 1, pp. 1-5, 2010.