International Journal of Contents

The Korea Contents Association (한국콘텐츠학회)
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Creative Analysis of Brand Placement in Game Contents

  • Lee, Yong-Jae (College of Digital Entertainment Tongmyong University)
  • Received : 2011.03.07
  • Accepted : 2011.03.22
  • Published : 2011.03.28
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Abstract

This research attempts to analyze brand placement in game. Brand placement, being acclaimed as a new beneficiary model in game industry, is raising important mean of advertising. For development of game industry, the interdisciplinary study between game and advertising is indispensible. Therefore, the purpose of this study is to find creative types of brand placement in game for illuminating how advertising works in game contents. The results showed three types of brand placement in game. They are contextual type, prominent type and independent type. Contextual type is one where the brand is present within the game contents without being formally expressed: it plays a passive role. Prominent type is one where the brand is present within the game contents with being formally expressed: it plays an active role. Independent type is one where the brand is present within the game contents with being formally expressed but it is not related with the program: it plays an additional role. The research showed, among these three types, a prominent type is becoming mainstream of brand placement in game. In other words, the prominent type of brand placement is the most effective beneficial alternative in game industry.

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