Search Results (3)

This study presents a comprehensive bibliometric analysis of the research landscape surrounding advergames and gamification in tourist destinations over the past decade. By analyzing 623 scholarly publications indexed in the Web of Science (WoS) database, this study identifies key trends, thematic clusters, influential authors, and collaborative networks within this interdisciplinary field. The findings highlight the growing importance of digital innovations in tourism marketing, particularly using gamification to enhance tourist experiences, promote cultural and heritage sites, and support sustainable tourism practices. The study also underscores the global nature of research in this area, with significant contributions from leading countries and the emergence of new research centers. The analysis provides valuable theoretical and practical insights, offering actionable recommendations for tourism marketers, destination managers, and policymakers on leveraging advergames and gamification to achieve strategic objectives. Despite its contributions, this study acknowledges limitations, such as the reliance on a single database and the need for more qualitative analyses. It suggests several avenues for future research to advance the field further. Full article

Advergames represent a novel product placement strategy that surpasses traditional advertising methods by fostering interaction between brands and their target audiences. This study investigates the unique engagement opportunities provided by video games, focusing mainly on the ‘flow experience’, an intensified state of immersion frequently encountered by players of computer games. Such immersive experiences have the potential to significantly influence a player’s perception, offering a new avenue for advertisements to impact and engage audiences effectively. The primary objective of this research was to examine the influence of advergames on players who are deeply immersed in the gaming experience, with a specific focus on the subsequent effects on brand recognition over time. The study involved 44 software developers, who were evenly divided into two groups for the experiment. Both groups were exposed to an identical gaming environment with the task of locating a designated product within the game. However, one group interacted with an enhanced version of the game, which included additional stimuli—such as dynamic music, an engaging narrative, time constraints, a competitive leaderboard, and immersive voice acting—to intensify the gaming experience. The experiment strategically placed various products within the game, and their detectability was assessed using eye-tracking technology. Following gameplay, participants completed questionnaires that measured their experience with flow state and brand recall. The data were analyzed using the Mann–Whitney U test and correlation analysis to facilitate comparisons. The findings indicated that the product associated with the primary task achieved the highest recall rate between both groups. Furthermore, eye-tracking technology identified the areas in the game that attracted the most attention, revealing a preference for mid- and high-level placements over lower-level ones. Full article

In the context of human–computer interaction (HCI), understanding user engagement (UE) while interacting with a product or service can provide valuable information for enhancing the design process. UE has been a priority research theme within HCI, as it assesses the user experience by studying the individual’s behavioral response to some stimulus. Many studies looking to quantify the UE are available; however, most use self-report methods that rely only on participants’ answers. This study aims to explore a non-traditional method, specifically electroencephalography, to analyze users’ engagement while interacting with an advergame, an interactive form of advertising in video games. We aim to understand if a more interactive type of advertising will enhance the UE and whether, at the same time, it would influence the user’s purchase intention (UPI). To do this, we computed and compared the UE during the interaction with an advergame and a conventional TV commercial while measuring the participants’ brain activity. After the interaction with both types of advertising, the UPI was also evaluated. The findings demonstrate that a more interactive advertisement increased the participants’ UE and that, in most cases, a UE increment positively influenced the UPI. This study shows an example of the potential of physiological feedback applications to explore the users’ perceptions during and after the human–product interaction. The findings show how physiological methods can be used along with traditional ones for enhancing the UE analysis and provide helpful information about the advantages of engagement measurement in HCI applications. Full article