University of Oulu

Hirsimäki, Markus; Alavesa, Paula; Arhippainen, Leena (2021) Between beats : linking player engagement to advertisement frequency and intrusiveness. In: Sergey Balandin, Juha Röning, Tatiana Shatalova (Eds.) Proceedings of Conference of Open Innovations Association FRUCT, vol. 30, 2021 30th Conference of Open Innovations Association FRUCT, 2021 Oulu Finland, 27-29 October 2021, (pp. 71-78). https://fruct.org/publications/fruct30/files/Hir.pdf

Between beats : linking player engagement to advertisement frequency and intrusiveness

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Author: Hirsimäki, Markus1; Alavesa, Paula2; Arhippainen, Leena2
Organizations: 1Quicksave Interactive, Helsinki, Finland
2Information Technology and Electrical Engineering, University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 6 MB)
Persistent link: http://urn.fi/urn:nbn:fi-fe202201249930
Language: English
Published: FRUCT, 2021
Publish Date: 2022-01-24
Description:

Abstract

Mobile phones are a popular platform for gaming in addition to being the most ubiquitous one. Monetization of free to play games with embedded and interstitial advertisements is one of the main sources of income for mobile game creators. We used a constructive approach in this study. A mobile game developed during the study, Between Beats, was used to survey the influence of interstitial advertisement on selected aspects of player experience. The study was conducted by deploying the game to Google Play and guiding the players, after gameplay, to an online survey. The survey was answered by 51 participants who were divided randomly into four groups based on how much they were subjected to interstitial or rewarded advertisements while playing. Our results show that embedding rewarded advertisements to a situation where there already is interstitial advertisements, resulted in reduction of perceived advertisement intrusiveness and increase in advertisements viewed. Player engagement remained constant in all groups. Our findings comlement earlier findings on the use of rewarded advertisements in mobile games.

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Series: Proceedings of Conference of Open Innovations Association FRUCT
ISSN: 2305-7254
ISSN-E: 2343-0737
ISSN-L: 2305-7254
Pages: 71 - 78
Host publication: 2021 30th Conference of Open Innovations Association FRUCT, 2021 Oulu Finland, 27-29 October 2021
Host publication editor: Balandin, Sergey
Röning, Juha
Shatalova, Tatiana
Conference: Conference of Open Innovations Association FRUCT
Type of Publication: A4 Article in conference proceedings
Field of Science: 222 Other engineering and technologies
Subjects:
Funding: This work has been partially funded by the European Commission grant PRINCE (815362) and the Business Finland funded project Reboot Finland IoT Factory 33/31/2018, supported by Academy of Finland 6Genesis Flagship (318927).
Academy of Finland Grant Number: 318927
Detailed Information: 318927 (Academy of Finland Funding decision)
Copyright information: © 2021 Open Innovations Association FRUCT, 2021.
  https://creativecommons.org/licenses/by-nd/4.0/