Marketers have been more attentive to advertisement in online games. Product placement via movies or news reports have been recognized; however, little is known about the placement in Thai online games. This study thus attempts to (1) report the profile of Thai online gamers, (2) explore their attitude toward in-game placement, and (3) analyze their awareness and product recall.
Based on the 253 number of usable questionnaires, Thai online gamers are mainly young, male students, spending 2-9 hours a day playing the games. They perceived congruence between game content and in-game placement and did not object to have commercials in the games. Although 86% of the samples were aware of ingame placement, their product recall is fairly low.
In addition to extending insight into online advertisement in the context of Thai gamers, marketers could arrange a more proper marketing plan based on these results.
Tangmanee, Chatpong and Rustanavibul, Jadtana, "Thai Gamers'attitude Toward Product Placement in Online Games" (2010). ICEB 2010 Proceedings. 62.