Impact of in-game ads on brand awareness

Digital games are among the highly differentiated channels in terms of creating brand awareness in advertising discipline. The main purpose of this thesis is; measuring the impact of in-game ads on brand awareness. In this context, a mixed method has been adopted. In this context, a qualitative and quantitative research has been conducted. With the qualitative research, the general attitudes of Cities Skylines players towards in-game advertisements were determined and data leading the quantitative research were obtained. After the qualitative research, an experimental study was conducted to measure the effect of in-game ads on brand awareness. Within the scope of the study, recognition and recall measurement tools were created in order to measure the recognition and recall scores required for awareness formation in subjects (N = 240). Experimental result; It has been concluded that the variables of brand awareness, game speed and location are all individually effective, while brand awareness and game speed have a common effect. As a result of the following contrast analysis; In the common effect of brand awareness with game speed, it was determined that game speed (x̄ -.876; -13.921) had a higher effect on brand recall than brand familiarity.