In-game advertising

Periklanan dalam permainan atau periklanan dalam media permainan video (bahasa Inggris: in-game advertising) merupakan unsur produk yang mirip dengan di film.^[1] Terdapat dua tipe dari in-game advertising, statis dan dinamis. Periklanan statis dalam permainan ditempatkan secara tetap pada permainan dan tidak dapat diubah setelah permainan dirilis, dan berlaku sebaliknya untuk dinamis, tetapi membutuhkan sambungan internet untuk dapat ditayangkan.^[2]

Reaksi terhadap Periklanan Dalam Permainan

Reaksi Pengiklan

In-game advertsing dianggap sebagai sarana penting untuk mendapatkan akses ke generasi laki-laki muda yang menggunakan permainan sebagai kegiatan bersantai mereka selain menonton televisi.^[3]^[4]

Reaksi Industri Permainan

Reaksi industri permainan terhadap in-game advertising ini beragam.^[5] Beberapa penerbit melihat in-game advertising sebagai cara untuk mengimbangi perkembangan biaya pengembangan permainan, sementara penerbit lain percaya bahwa in-game advertising akan memungkinkan mereka untuk bereksperimen dengan jalan main serta mengurangi risiko keuangan yang terkait dengan pengembangan permainan.^[6]^[7]

Reaksi Pemain

Reaksi pemain terhadap in-game advertising juga beragam. Penelitian oleh NeoEdge Networks di Singapura menemukan bahwa 80% dari konsumen dapat mengingat sebuah iklan dengan benar dan 56% memiliki kesan yang lebih baik dari pengiklan karena memungkinkan mereka untuk memainkan permainan secara gratis.^[8] Namun di sisi lain, sebuah penelitian yang dilakukan di Korea Selatan tentang efektivitas spanduk iklan di game online menemukan bahwa 56% pemain di Korea Selatan tidak mengenali spanduk iklan yang ditampilkan dalam permainan dan hanya 26% fokus pada spanduk iklan. Selain itu, orang cenderung merasa bahwa iklan tersebut mengganggu dalam berbagai konteks, dan telah didokumentasikan bahwa orang sering mencoba untuk menghindari iklan secara sengaja.^[9]

Rujukan

^ Terlutter, R., & Capella, M. L. (2013). The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Networks Games^{[pranala nonaktif permanen]}. Journal of Advertising, 42(2-3), 95-112, doi:10.1080/00913367.2013.774610
^ Boyd, G., & Layla, V. (2009). Emerging Issues in In-Game Advertising [Web log post]. Retreved December 9, 2015, from http://www.gamasutra.com/view/feature/3927/emerging_issues_ in_ingame_.php
^ (2011-01-15). “iPad Taking Viewers Eyeballs Off The TV During Primetime”. WorldTVPC.com. http://www.worldtvpc.com/blog/ipad-viewers-eyeballs-tv-primetime/ Diarsipkan 2021-12-21 di Wayback Machine.
^ Kristin Kaining (2006-11-15). “Games: they’re not just for kids anymore”. MSNBC. Retrieved 2011-04-14, from http://www.msnbc.msn.com/id/15702318/ns/technology_and_science-games/
^ Ian Burrell (2011-02-18). “Is it game over for the virtual ad?”. The Independent. http://www.independent.co.uk/news/media/advertising/is-it-game-over-for-the-virtual-ad-2218305.html. Retrieved 2011-03-09.
^ Bobbie Johnson (2006-05-19). "Advertisers get young gamers in their sights". The Guardian. http://technology.guardian.co.uk/games/story/0,,1778693,00.html. Retrieved 2006-10-20.
^ William Vitka (2005-07-16). "In-Game Advertising - IGA Worldgroup Leads The Pack And They Might Be Getting It Just Right". CBS News. http://www.cbsnews.com/stories/2005/07/15/tech/gamecore/main709467.shtml Diarsipkan 2012-11-04 di Wayback Machine.. Retrieved 2006-11-03
^ Wauters, R. (2009, March 24). Study: In-Game Video Advertising Trumps TV Advertising In Effectiveness [Web log post]. Retrieved November 12, 2015, from http://techcrunch.com/2009/03/24/study-in-game-video-advertising-trumps-tv-advertising-in-effectiveness
^ Yeu, M., Yoon, H.S., Taylor, C.R., & Lee, D.H. (2013). Are Banner Advertisements in Online Games Effective?. Journal of Advertising, 42(2-3), 241-250, doi: 10.1080/00913367.2013.774604

[1] Terlutter, R., & Capella, M. L. (2013). The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Networks Games^{[pranala nonaktif permanen]}. Journal of Advertising, 42(2-3), 95-112, doi:10.1080/00913367.2013.774610

[2] Boyd, G., & Layla, V. (2009). Emerging Issues in In-Game Advertising [Web log post]. Retreved December 9, 2015, from http://www.gamasutra.com/view/feature/3927/emerging_issues_ in_ingame_.php

[3] (2011-01-15). “iPad Taking Viewers Eyeballs Off The TV During Primetime”. WorldTVPC.com. http://www.worldtvpc.com/blog/ipad-viewers-eyeballs-tv-primetime/ Diarsipkan 2021-12-21 di Wayback Machine.

[4] Kristin Kaining (2006-11-15). “Games: they’re not just for kids anymore”. MSNBC. Retrieved 2011-04-14, from http://www.msnbc.msn.com/id/15702318/ns/technology_and_science-games/

[5] Ian Burrell (2011-02-18). “Is it game over for the virtual ad?”. The Independent. http://www.independent.co.uk/news/media/advertising/is-it-game-over-for-the-virtual-ad-2218305.html. Retrieved 2011-03-09.

[6] Bobbie Johnson (2006-05-19). "Advertisers get young gamers in their sights". The Guardian. http://technology.guardian.co.uk/games/story/0,,1778693,00.html. Retrieved 2006-10-20.

[7] William Vitka (2005-07-16). "In-Game Advertising - IGA Worldgroup Leads The Pack And They Might Be Getting It Just Right". CBS News. http://www.cbsnews.com/stories/2005/07/15/tech/gamecore/main709467.shtml Diarsipkan 2012-11-04 di Wayback Machine.. Retrieved 2006-11-03

[8] Wauters, R. (2009, March 24). Study: In-Game Video Advertising Trumps TV Advertising In Effectiveness [Web log post]. Retrieved November 12, 2015, from http://techcrunch.com/2009/03/24/study-in-game-video-advertising-trumps-tv-advertising-in-effectiveness

[9] Yeu, M., Yoon, H.S., Taylor, C.R., & Lee, D.H. (2013). Are Banner Advertisements in Online Games Effective?. Journal of Advertising, 42(2-3), 241-250, doi: 10.1080/00913367.2013.774604

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