Measuring the effectiveness of commercials used in the marketing of digital games with the EEG technique: The case of PUBG

ABSTRACT Master's Thesis MEASURING THE EFFECTIVENESS OF COMMERCIALS USED IN THE MARKETING OF DIGITAL GAMES WITH THE EEG TECHNIQUE: THE CASE OF PUBG Mesut KILIÇER Isparta University of Applied Sciences The Institute of Graduate Education Department of International Trade and Business Supervisor: Asst. Prof. Dr. Ferdi AKBIYIK Today, digital games have evolved beyond being merely a means of entertainment, leisure, and socialization, transforming into an industrial product driven by technological advancements. In an increasingly competitive market, businesses and game developers striving to meet consumer needs and expectations most effectively employ modern methods alongside traditional marketing tools to expand their market share and reach a broader audience. In this context, the EEG technique has emerged as a preferred innovative approach, offering a more effective means of understanding consumers' cognitive processes, social and psychological tendencies, and emotional states. This study aims to assess the effectiveness of commercials used in the marketing of digital games by analyzing the emotional impact they generate on consumers through the EEG technique within the framework of Plutchik's Wheel of Emotions model. The analyses were conducted at the Neuroscience Application and Research Center of Isparta University of Applied Sciences using a Mitsar EEG device and WinEEG software, and the collected data were evaluated through SPSS. Within the scope of the research, five primary emotions, joy, sadness, anticipation, fear, and anger, identified based on Plutchik's model, were analyzed. A two-stage methodology was employed to interpret the results. In the first stage, the "Emotion Identification Findings" focused on determining which emotions were triggered in participants by the PUBG visual stimulus. In the second stage, the brain responses associated with these emotions were examined under the "EEG Analysis Findings" framework. During the EEG analyses, particular attention was given to the alpha values in the frontal region, revealing distinct neural responses associated with joy, sadness, anticipation, fear, and anger.