The Use of In-Game Marketing Through Video Games and Mobile Applications and the Effects on Consumers

Abstract

This dissertation will investigate and explore the concept of IGA (In-Game Marketing) relating to the video and mobile game industry. The aims and objectives of the research seeks to firstly identify why and how video games have become so popular and are now one of marketing’s preferred mediums. It will then introduce the concept of IGA and provide background context on this area, while also identifying various examples that currently exist in today’s society. Once this has been achieved, IGA will be looked at critically, to try and understand if this concept can have more of an impact that the traditional marketing methods that have been around for decades. As this area of research is relatively new, this study provides an opportunity to highlight the awareness as well as the efficacy of IGA and will be analysed through the process of a questionnaire. This will contain various questions related to the concept of IGA, in order to fully answer the aims and objectives of the research study and will be analysed in depth, to provide a discussion on the results that followed.