"In-Game Advertising in Esports More Effective in Non-Combat Situations, Study by Pukyong National University Students Finds"

Higher Advertising Effect in eSports During Non-Combat Situations
Empirical Evidence on Visual Attention and Brand Attitude
No Significant Difference Between Static and Animated Ads
Implications for Effective eSports Advertising Strategies

According to a recent study, advertisements displayed during non-combat situations in eSports screens, such as in strategy battle games, have a higher advertising effect.

Min Byungjae, a doctoral student at the Department of Physical Education at Pukyong National University, reported these findings in his paper titled "Effect of in-game situations and advertisement animation in eSports on visual attention, memory, brand attitude and behavioral intentions" (supervised by Professor Kim Daehwan).

Min Byungjae, PhD candidate, Department of Physical Education, Pukyong National University.

In this paper, he presented empirical research results that demonstrate the effectiveness mechanism of eSports advertising strategies through visual attention measurement techniques.

This paper was published on the 17th in a prestigious SSCI international journal in the field of business (IF 5.9). This international journal is ranked in Quartile 1 of the Journal Citation Reports (JCR) and is 47th among 304 international business journals.

Min Byungjae conducted the experiment by having participants equipped with eye-tracking devices watch eSports match videos containing both static and animated advertisements displayed during combat and non-combat situations.

The results showed that visual attention to advertisements (frequency and duration of gaze) was significantly higher in non-combat situations than in combat situations. Additionally, as the frequency of ad gazes increased, implicit memory of the advertisement improved, which in turn positively influenced brand attitude and behavioral intentions.

On the other hand, the difference between static and animated advertisements did not have a significant effect on visual attention or memory formation.

Professor Kim Daehwan (Department of Marine Sports) stated, "This study provides practical implications for eSports advertising strategy, suggesting that advertisements are more effective when placed in non-combat situations and that short but repeated exposures, rather than long-term exposure, are necessary to enhance brand recognition. The natural exposure of advertisements plays an important role in stimulating viewers' implicit memory, positively shaping brand attitude, and potentially leading to consumer behavior."