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Indian gamers' recall, recognition and perceptions of in‐game placements

Sonal Kureshi (Indian Institute of Management, Ahmedabad (IIMA), India)
Vandana Sood (Indian Institute of Management, Ahmedabad (IIMA), India)

Journal of Indian Business Research

ISSN: 1755-4195

Article publication date: 9 October 2009

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Abstract

Purpose

The purpose of this paper is to examine the effect of in‐game placements on the explicit memory of Indian gamers and understand their attitude towards this form of communication. It attempts to find out whether the memory effects differ due to the nature of the games. The avenues for in‐game placements for the rapidly growing Indian video gaming industry are discussed.

Design/methodology/approach

The effect of the nature of the game on the recall and recognition is measured using a sample of 240 gamers; two games of different nature (fast versus slow) are used as stimuli and the recall and recognition of the in‐game placements are compared. Subsequently the perceptions towards this type of placement are tapped. The moderating effect of gaming experience on the explicit memory is also tested.

Findings

The paper finds that in‐game placements do affect the explicit memory of gamers. Games with lower perceptual load (slow game) result in a significantly higher recall and recognition as compared to the games with higher perceptual load (fast game). Indian players have a positive attitude towards placements in this medium and do not find this practice either intrusive or unethical.

Research limitations/implications

Further research using different combinations of games is required to confirm, expand and generalize the findings.

Practical implications

This medium provides an opportunity to brand managers and game developers as an alternative communication vehicle. In‐game placements provide an avenue to companies as they are cost effective, they facilitate building brand awareness and are not viewed negatively.

Originality/value

The arena of in‐game placements is an unexplored one in India. This study is the first step towards understanding views and effects of in‐game placements on Indian gamers and may encourage more research in this field.

Keywords

Citation

Kureshi, S. and Sood, V. (2009), "Indian gamers' recall, recognition and perceptions of in‐game placements", Journal of Indian Business Research, Vol. 1 No. 4, pp. 252-268. https://doi.org/10.1108/17554190911013283

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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