Advantages and disadvantages of in-game advertising in NBA 2K22 according to casual gamers

Sorichetti-Martinez E.; Solari-Martin D.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

This study analyzes how in-game advertising is perceived by adult players, specifically focusing on its advantages and disadvantages in the game NBA 2K22. The approach used is qualitative, with a case study design analyzing the game NBA 2K22 and the advertising present within it. Semi-structured interviews were conducted through the Zoom platform with adult casual gamers aged 18 to 35. The most remembered brands were Gatorade, Adidas, Nike, and Jordan. As an advantage, casual gamers show a high level of recall, affinity, and constant engagement with the game’s brands. As a disadvantage, the player may have to wait if a pop-up advertisement appears just as they are about to complete a mission.

Instituciones: Universidad Peruana de Ciencias Aplicadas