Abstract

This paper explores the use of digital games for marketing communications using two theoretical perspectives. Firstly, the external contexts in which video game play takes place and secondly, internal game processes that are likely to be of interest to marketers and game developers. Findings from exploratory focus groups support the use of brand placement in games. Players feel that it can increase realism and help support the costs of game development. However the repetitive nature of games may cause rapid message wear-out and players' frustrations with aspects of play may lead to negative evaluations of brands. Individuals may also use video games to explore the meaning and benefits of consumption and this raises the question of the degree to which game content supports or opposes existing consumer cultures. An agenda for further research is presented.