Playful Advertising: In-Game Advertising for Virtual Reality Games

Xiaopeng Li
KTH Royal Institute of Technology, Stockholm, Sweden

Mario Romero
HPCViz, KTH Royal Institute of Technology, Stockholm, Sweden

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

Linköping Electronic Conference Proceedings 120:13, s. 46-48

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Publicerad: 2015-11-24

ISBN: 978-91-7685-855-4

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


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.


Games; advertising; interactivity; immersion


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