Consumers' attitudes towards in-game ad apps as an ad media: The case of Madagascar

Technology is evolving so fast in these last decades and every domain benefits from it. The sector of advertising is no exception with a massive implication in digital advertising that can be found in many forms. Advergame is one of those forms and is the main focus of this thesis by studying its effect on consumers. The purpose of this study is to understand the attitude of consumers towards the use of games as a medium of advertisement. The study area was based in the country of Madagascar, a developing country that starts to use advergames as a tool to promote products. The study used a questionnaire that measured Brand Personality and Flow each using a Likert scale on 376 participants as well as their relation before and after playing one type of advergame (Gazkar). The game is embedded with one brand (Orange Madagascar) that has been evaluated by the participants. The results showed an improvement in the major traits of the Brand Personality after playing the advergame. Moreover, 48.14% of the participants perceived a low flow and 51.86% perceived a high flow. The study showed that the intensity of the Flow when playing the advergame may change how the gamer perceive Brand Personality.