Visibilidad y recuerdo del product placement en videojuegos
ISSN: 2174-0992
Year of publication: 2015
Issue Title: Videojuegos y ocio digital interactivo
Issue: 9
Pages: 63-75
Type: Article
More publications in: adComunica: revista científica de estrategias, tendencias e innovación en comunicación
Abstract
This study aims on the visibility the product placement has in video games scenes. A qualitative experimental study with eye tracking was made in order to determine the most visible screen areas and, therefore, the most efficient ones for the brands insertion in a joyful environment. This study centers on efficiency and memory related with nine screen area locations: right, center and left; and upper, lower and central. The goal is to find the areas of greater visibility, and also the ones that maintain a greater recall for the brands.
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