กลยุทธ์การนำเสนอตราสินค้าผ่านเนื้อหาเกมบนสมาร์ทโฟน

Abstract

The aims of this research is: (1) to study branded content used by smartphone game developers via in-game content of smartphone games, (2) to analyze branded content via in-game content of smartphone games, and (3) to study the uses and gratifications of smartphone gamers which are influential to branded content via in-game content of smartphone games. The research incorporates qualitative and quantitative methods. The qualitative method is a reflected by the collection of data via semi-structured interviews with 5 smartphone game developers in the sample group and coding sheets from 12 smartphone games. The quantitative method is reflected by the collection of data via on-line questionnaire conducted on 400 smartphone gamers.
It was found that smartphone game developers utilized 2 types of branded content via in-game content of smartphone games, The first strategy is presenting content which focused on entertainment or inserting other types of additional content accordingly, The second strategy is selecting presentations that do not interrupt and interfere with gaming on smartphones coupled and using other advertising formats to maintain efficiency of smartphone games.
The analysis of branded content in smartphone game reveals that the majority of smartphone games are advertisement presentation games. Games model are utilized along with various advertising formats in smartphone games. The contents are of the entertaining type with emphasis of positioning the brand in the waiting for file loading page. The brand symbols and products are inserted with distribution. Mascots are used in place of main characters as well as two dimensional images. The character designs, the color layouts and color tones are in concordance to the brands. Player views that are used are of the flat and side views. User interactions consist of the following categories: (1) using brands as push buttons and (2) using songs and sound effects in conjunction with the smartphone games. The storyline of the game conforms brand. Furthermore, Merchandise features are also utilized in the progress of the storyline.
It was found that the majority of smartphone gamers spent 1 to 2 hours per day and 1 to days per week on playing smartphone games. The genre of the games played is of the fighting stock. Advertisements were encounters via the file-loading page. The clicking of advertisements was a result of not wanting to interrupt gaming on smartphones.
In surveying the gratification levels of smartphone gamers towards the branded content via in-game content of smartphone games, it was founded that gamers had high levels of gratification towards gaming content. The highest level of gratification was given to entertaining content. Overall, the gratification level toward presentation methods is very high. The highest level of gratification was given to presentations that do not interrupt and interfere with gaming in smartphones.