Advergaming versus in-game advertising: analysis of advertising effectiveness in millennials.

Abstract

The videogames market has become the largest in the entertainment segment, companies have seen it as a great opportunity to reach new segments, this is how merging advertising with video games gives two new tools; in-game advertising and advergaming. In this study two tools have been used, a questionnaire aimed at 57 people between millennials and centennials and a focus group applied to 8 people in the same way between both generations in order to know what type of advertising is more effective, then the results were contrasted. hypothesis through an Anova analysis. Among the results obtained, it was known that advergaming advertising is much more effective than in-game advertising facilitating persuasion and recall in consumers while in-game advertising requires much more attention because it is immersed in the environment and becomes little visible to the player.