Using in-game advertising strategy in marketing food and beverage products

The computer age, which has been on the rise after the millennium, reaches diverse levels every decade. As computerization accelerates, it becomes easier to reach. On the other hand, mobilization has also been the matter of the 2020s. Technology has become hand and foot to all humanity for a while with the diseases experienced in the age. It has been one of few options that people can use to spend time. Most people have found salvation in the virtual environment from the real world to escape from troublesome situations. The number of active players in the games increased in the relevant period. People have started to eat their meals in front of the computer, and they have started to make the bread by looking at the computer. Although marketing has come to a halt in real life, marketing done on mobile and computer platforms to sell products has started to rise. In-game advertising reached its highest levels in those days for both consumers and advertisers. In the study, using the qualitative research method, the reactions of generations Y and Z to the marketing of food and/or beverages through in-game advertising were examined. Interview method was used as a data collection tool. Forty-six participants were evaluated using the e-interview method and a semi-structured interview form consisting of nine questions was used. It has been concluded that games are acceptable as a marketing tool. It has been determined that including food and beverage products in games, that is, placing them with in-game advertisements, is acceptable and that these advertisements arouse the desire to purchase. No difference in the number of participant representations could be detected between computer/console and mobile as platforms where in-game advertisements attract attention. Participants consider MMORPG to be the most successful genre of in-game food and/or beverage advertising. The marketability of local food and beverages through in-game advertising has been acknowledged. There are opinions that the people met in the game have or do not have an influence on the decision to purchase food and beverages. Participating Generation Y and Generation Z individuals reported that social media/phenomenon marketing is the first choice among current strategies in marketing food or beverages, apart from in-game advertising. The study consists of five main sections including introduction, literature review, method, findings, conclusions, and recommendations. The aim of the study is to lay the foundation for subsequent studies that will address the same issue in the field of food and beverage.