6533b870fe1ef96bd12cfbb7

RESEARCH PRODUCT

Product Placement in Video Games

subject

description

Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic entertainment – in the sense of image transfer from the video game to the brand. Specifically, this chapter focuses on the emotions evoked by the video game. Therefore, the present study develops a scale of emotions adapted to the theme of this research. Additionally, this study analyses the differences between types of product placement and their effects in the image transfer. All conclusions are extracted from the concept map technique.