• International Journal of Contents
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• v.7 no.1
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• pp.37-44
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• 2011

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.

• Journal of Korea Game Society
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• v.6 no.3
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• pp.67-76
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• 2006

This study is to examine relationship between immersiveness aspect and the recognition of garners who are exposed to PPL (Product Placement Advertisement) in online game. The frequency of exposure, the placement type of PPL, the perception under the threshold of consciousness and the interest at the product and knowledge about PPL have been widely known as the factors of effectiveness in PPL advertising. In this study, 'immersiveness' is newly introduced to investigate the effectiveness of PPL advertising due to the unique characteristics of game which easily leads to immersion. Control group is exposed to movie clip and experimental group to lacing online game. In conclusion, the deep immersion has reduced the perception level of user on PPL except the variable of PPL placement. This study suggests that how to design the PPL placement in game for enhancing marketing effect is all the more vital, in spite of the result that the player in high immersion cannot distinguish different images.

• Journal of Korea Game Society
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• v.12 no.5
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• pp.43-56
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• 2012

The purpose of this research is to provide the rationality of placement of game objects using the space analysis for game map so that the game designers can find out the proper position for each object in the map. The significance of this research is beyond the limitations of the existing research using Space Syntax theory is confined to the analysis of the behavior of players in the map, this research suggest the method of the efficient placement of game objects in level design step. This paper as the worth of the industry is expected to be able to reduce the repetitive tasks that may occur during game level design steps. Through this, it is also expected by reducing game development period and development costs in accordance with the reasonable placement of game objects.

• Journal of Korea Game Society
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• v.12 no.3
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• pp.49-58
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• 2012

When a company provides new games or games with a small number of users, it is convenient to provide the game service in which those games are placed in a server cluster instead of a separate server for an individual game. This paper proposes a method for placing games in a cluster of servers with the same capacities. The method reduces the load imbalance among servers and minimizes the rejection ratio of user requests. We expect that the proposed method is useful for determining the server operation factors such as the number of servers, the number of games for a server, etc. To our survey, little research has been published on game placement on a cluster of game servers.

• Journal of Korea Game Society
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• v.16 no.6
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• pp.69-78
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• 2016

Outdoor ads such as billboards, banners or posters frequently appears in street maps of FPS games. In this paper, we propose a method for the automatic placement of outdoor advertising in the city area of FPS games. Outdoor ads are from real world products or enterprises and they are managed in a server computer. If the ads data are updated, the advertisements are automatically placed again without modifying source codes. When placing ads, we utilize the real world location of the game player regarding commercial spheres of ads and service types of real world shops. We evaluate priority scores for the available ads based on the collected real world properties and higher priority ads are preferentially placed on the map. The proposed ad placement method makes the game players feel affinity for the placed ads and also it increases the advertising effect.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.10 no.8
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• pp.3474-3497
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• 2016

Network Function Virtualization (NFV) and Software Defined Networking (SDN) are recently considered as very promising drivers of the evolution of existing middlebox services, which play intrinsic and fundamental roles in today's networks. To address the virtual service deployment issues that caused by introducing NFV or SDN to networks, this paper proposes an optimal solution by combining quantum genetic algorithm with cooperative game theory. Specifically, we first state the concrete content of the service deployment problem and describe the system framework based on the architecture of SDN. Second, for the service location placement sub-problem, an integer linear programming model is built, which aims at minimizing the network transport delay by selecting suitable service locations, and then a heuristic solution is designed based on the improved quantum genetic algorithm. Third, for the service amount placement sub-problem, we apply the rigorous cooperative game-theoretic approach to build the mathematical model, and implement a distributed algorithm corresponding to Nash bargaining solution. Finally, experimental results show that our proposed method can calculate automatically the optimized placement locations, which reduces 30% of the average traffic delay compared to that of the random placement scheme. Meanwhile, the service amount placement approach can achieve the performance that the average metric values of satisfaction degree and fairness index reach above 90%. And evaluation results demonstrate that our proposed mechanism has a comprehensive advantage for network application.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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• pp.39-41
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• 2008

It is generally acknowledged that with the advent of digital technology we are faced with the revolutionary era in which everyone can enjoy the virtual reality with the simple motion of his or her fingertips. Specifically, this new trend enables domestic game industries to make a big takeoff in their size and capital accumulation. Considering this phenomenon, this project is designed to suggest an ideal space equipment or placement required to various forms of game industries.

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Journal of Korea Game Society
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• v.15 no.4
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• pp.169-178
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• 2015

Providing various levels of difficulty of game play is one of important considerations in game development. In this paper, we propose a method for obtaining the challenges that will be placed on the track of an one-player car driving game. Herein challenges denote obstacles on the track, and the level of difficulty is represented by an estimated time needed for driving one lap of the track. In the proposed method, the problem for finding challenge placement is modeled as an IP(Integer Programming) one, and then LP relaxation and Simultaneous Annealing are employed to find a solution. To the experiment with the proposed method, we can obtain challenge placements to approximately meet given target driving times. Also, after practically driving on the track where those obtained challenges are being placed, it is seen that the average driving times approximate the target driving times of those challenge placements. Our method can allow game play with various levels of difficulty so that the users' interest and the level of immerse are expected to be raised.

• Journal of Korea Game Society
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• v.20 no.3
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• pp.35-44
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• 2020

In this study, we propose a reliable command placement recognition algorithm using tangible commands blocks developed for our coding puzzle platform, and present its performance measurement results on an Augmented Reality testbed environment. As a result, it can recognize up to 30 tangible blocks simultaneously and their placements within 5 seconds reliably. It is successfully ported to an existing coding puzzle mobile app and can operate an IoT attached robot via bluetooth connected mobile app.