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Published in:
Mainstream Economics Versus Behavioral Economics—A Contribution to Reflection Read chapter Read first chapter

2018 | OriginalPaper | Chapter

7. Methodology for Choosing the Location for In-Game Advertising Billboards

Authors : Kesra Nermend, Jarosław Duda

Published in: Problems, Methods and Tools in Experimental and Behavioral Economics

Publisher: Springer International Publishing

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Abstract

Recently, the market for in-game advertising is growing very dynamically. In 2015, profits out of this business were above 2.75 mio USD, and it is expected to be doubled by 2020. The proper location of the in-game commercial (billboard) is significantly important for the promotion of a given product (service). The paper presents the use of eye tracker and GSR to register behaviors and perception of the in-game advert placed in the computer game simulating car driving.

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Metadata
Title
Methodology for Choosing the Location for In-Game Advertising Billboards
Authors
Kesra Nermend
Jarosław Duda
Copyright Year
2018
Book
Problems, Methods and Tools in Experimental and Behavioral Economics

Print ISBN: 978-3-319-99186-3

Electronic ISBN: 978-3-319-99187-0

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-99187-0_7

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