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Behavioral study on Malaysian game player experiences: how the embedded
information inside a computer game affect players’ behaviour
Zuhal Hussein
Faculty of Business Management, Universiti Teknologi MARA (UiTM),
40450 Shah Alam, Selangor, Malaysia
zuhalhk@yahoo.com (+60122811774)
Nabsiah Abdul Wahid
Graduate School of Business, Universiti Sains Malaysia (USM),
11800 Pulau Pinang, Malaysia
nabsiah@hotmail.com
Norizan Saad
School of Management, Universiti Sains Malaysia (USM),
11800 Pulau Pinang, Malaysia
nazim@usm.my
ABSTRACT
In Malaysia the game content industry is an aggregation of diverse disciplines including
marketing communication that have been promoted and developed as a new growth area.
Attractive game is an effective communication with its capability to persuade the player
to spend more time playing the games as well as engaging favourable behaviours through
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the development of a positive attitude. Hence there are compelling reasons for why
computer games to be considered as an effective social-technical behaviour setting based
on experience during the game play. This paper is aimed at achieving these objectives of
current adoption of marketers to influence game users subjective mental states and
subsequent processing of embedded information inside computer game to the intention.
This experimental research has recruited 224 subjects of undergraduate students to
examine the effectiveness of advertising information embedded inside a computer game.
Using this fictitious advertisement, the experiment is to evaluate the advertising exposure
on the users’ intention. Result found that advertisement information have a significant
influence on game users’ intention. This study significantly contributes to the
effectiveness of the game content strategy formulations. Recommendations and
limitations will be discussed at the end.
INTRODUCTION
Market for creative content including interactive game remains relatively immature in
certain respects such as creative advertising design. Creative content industry is expected
to adapt new digital advertising messages to face challenging competition in this fast
growth and high competitive market. There have been continued and increased demand
from consumers for interactive games resulting in opportunity creation for game content
developers to develop game softwares to fulfill them. Embedding advertising messages in
the interactive games as the new advertising strategies may create further opportunities
for the game developers in the industry. To do this, it is imperative for them to
understand game player behavior when advertising messages are embedded into the
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virtual game environments. Studies have shown that the computer user who perceives
that they have more control to the situation, are likely to feel and behave more positively
(Proshansky, Ittelson, and Rivlin 1974). Klein’s (2003) study on consumers who are
mediated into the interactive environment found that they are likely to develop stronger
beliefs and attitudes.
According to survey (2008) conducted by Pew Internet Project, more than half of adults
aged 18+ (53%) mentioned that they play video games every day or almost every day.
Therefore understanding users’ behavioral needs permit the game content producer to
design a real game space with insertion of informative advertising values. This has forced
several businesses that targeting young consumers to consider using interactive game as
part of their marketing strategy to launch new products together with a new launch of
interactive game challenge. This strategy is to attract users to browse the company web
page to play game and at the same time unconscious users are introduced or educate to
the advertising message.
Understanding the pattern of game player behavior and what drives them to play games
are important information for content producer to enhance the potential of online
marketing strategy of the future. To increase the understanding in this area, the question
needs a correct answer. Thus this study attempts to answer the following questions. : 1)
What is the impact of users’ perception of advertising message embedded in computer
game on their behavior? 2)
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How would game player experience influence the
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relationship between the perception of in-game advertising and the behavior intentions
towards product advertise?
GAME MARKET DEVELOPMENT
There is an increasing use of interactive entertainment applications, mostly related to
entertainment, such as playing games (Hamadeh, 2003). This probably caused by high
development in broadband access and low charges price of broadband services. Although
interactive game is considered as immature industry with fastest growth underpinned by
technological development, PricewaterhouseCoopers report on the ‘Global Entertainment
and Media Outlook 2009-2013’, the EMEA region’s video game market is projected to
grow by 6.9 percent annually from 2008 to 2013. The console, online and wireless games
market is forecasted to have the strongest projected growth. It is expected that consumer
spending on video games will grow by 6.6 percent on an annual basis from $17.7 billion
in 2008 to $24.5 billion in 2013, whilst video game advertising in the region will grow
from $400 million to $800 million.
Game industry has valued the persuasive advertising as a value-added benefit to games.
Thus games industry is valued at $17.6 billion above than any other entertainment form
value-added benefit in game (Spero & Stone, 2004). Hence the worldwide game market
is projected to growth $55.6 billion by 2008; exhibiting a 20% growth rate (Nicovich,
2005) where most of this growth will be seen in Asia followed by Europe and America
(Ulmer, 2004). Opportunities and challenges are waiting for digital content developers,
service providers, and technology players on the future. According to IDC’s latest
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research “Mobile Online Gaming Trend and Opportunities” (Doc# AP322102Q) showed
that the mobile online gaming market in the Asia/Pacific excluding Japan (APEJ) region
grew by 35% in 2007 year-on-year. It is expected that in the long term the mobile online
gaming market will evolve into a mainstream activity, especially among countries with
high technology adoption rates and available user bases that required industry player to
make inroads among potential customers and simply leverage on its existing subscriber
bases to develop the mobile online gaming market.
Malaysia 9th development plan has directed the plan of high level of digitization covered
broadcasting, design and engineering, digital leisure or games, advertising and publishing
activities as well as related telecommunications industries. The Government had
allocated a total of RM150 million to finance the digital multimedia content from year
2006 to 2010. Malaysian users expected to involve in virtual environment will increase
significantly every year and based on the report by Nielsen Media Index (Nielson 2008),
Malaysia Internet users rose to 21 percent in 2008 with almost four out of 10 users found
to spend time around one to two hours on the Internet daily with TV/music/games (47%)
among popular activities for Malaysia Internet users online (Nielson 2008).
GAMERS GENERATION
Mats (2005) reported that playing online games may be a time consuming task, and
performed many hours per week. Youths aged 13 to 24 years old in the United States
watch 13.6 hours of television per week compared to 16.7 hours spent browsing the
Internet for other activities other than email (Interactive, 2003). Wiklund (2005) stated
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that survey conducted by Egenfelt-Nielsen shows that 70.91% of those participating users
have played the online games for 6 hours or more per week, and 46.94% has played 12
hours or more per week, with another 17.24% has played 24 hours or more per week.
It is observed that the higher number of Internet access in Malaysia will turn to higher
demand for game, as most of the Internet users spending more time for entertainment
application such as playing game (Wong, Wong, & Canaday, 2003)). This study will
cover undergraduate university students because they are digital natives who have grown
with the technology and Internet access at their fingertips. Research by Packaged Facts
(2005) in Becerra & Stutts, (2008) identified that 98% of the college students are online
user. Despite the growth of the Internet usage, Griffiths, Davies and Chappell (2003)
identified that 50% of game player having an undergraduate degree. Furthermore, male
college students are more likely than female college students (49.3% vs. 34.3%) to view
streaming video content (BurstMedia, Corp., 2007). Besides, the users aged 18-30 years
brought up tremendously potential for information technology industry such as on online
gaming to grow (Fox, 2005).
Online gaming market in Malaysia has grown constantly with the increase in the number
of games, service providers, and gamers. It is a fact that Malaysia younger generation are
more involved in interactive games indoors than playing outdoors with allocated most of
their time playing on the computer, exploring web based activities or playing interactive
video games as during their leisure time, even routine activity (Euromonitor, 2008).
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Game player are expected to switch from traditional game to interactive game that are
more interesting. Elaine Lee, Analyst from Online Gaming, IDC Malaysia said that "In
the early days, online games were available free for trial. Gamers will have to pay
subscription fees to continue playing after the trial period ended”. “The necessity of
paying subscription fees was a significant and frequently asked question of gamers. In
2005, the business model evolved from pay-to-play model to free for life, whereby
gamers can now play for free and only pay for any purchase made. While this might not
necessary increase the subscription revenue, it has definitely increased the gamers’
base”(IDC, 2006). The Malaysia online gaming market continues to grow with
developments in the business model, games content, and usage pattern present in the
local gaming space.
PERSUASION IN GAME ADVERTISING
Previous literature identifies that the game user behaviorally treat mediated environment
and non-mediated environment similarly even when they had some consequences (Reevs
and Nass; 1996). As such users do not distinguish between character in interactive media
and other human when forming attitudes or making other social responses (Nass, Moon,
Foog, Reevs and Dryer; 1995). Thus Reeves and Nass (1996) identified that human
brains do not have capacity to differentiate responses to other humans in media and found
that game users will respond socially to media that show manners, recognize personality
characteristics in media and media characters, process judgments about positive and
negative experience in the same way of physical experience, treat advertising media as
according to social roles such as sales person, friends and also recognize gender different
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voices and different sources, and response to changes in technological aspects of the
game content.
Advertising message embedded in interactive game is unique when players are required
to control actively during the sequences. Computer games are expected to be effective
social-technical behaviours settings that permit diverse game player behaviours based on
experience during the game play. In designing game content with the advertising message
it is important to have strong integration of physical space, character, props and sounds
placed in the game. Study from users’ perspective found rationale for the game users to
treat the advertising message as a natural interaction and socially respond to it (Nass and
Steuer, 1993). Therefore, the message inside the computer game helps to ensure the
communication effectiveness in the advertising strategy. Perhaps the more games contain
advertising cues the more likely users will be perceived as and reacted to the advertising
information.
The most recent development of computer games have stressed on the important
consequences for their design nature. Game contents are expected to promote interactions
among the players and game environment, as these encounters are essential to the success
of players to be present in game experience. Michelle R Nelson (2005) has published a
seven-step taxonomy that divides the field of in-game advertising by singling out some
pieces of the games’ visual and auditory interface design and showing what the brandbuilding effect on the consumer ought to be when those pieces are branded. However it
was identified that the seven-step taxonomy field only spans items designed into the
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medium carrying the game, such as the avatars, background banners, props and sounds
(Svahn, 2005). It was identified that not many studies consider the users experience and
the demographic factor of the player in creating game content. Developing creative game
content helps to create users feeling of being present in the computer game, which can be
effective strategy for persuasive advertising message in game.
GAMERS’ BEHAVIOR
Eagly and Chaiken (1993) explained that physical embodiment such as people, animals,
and plants representation may often take visual-spatial form. Use of character in
designing good game features, is to support collaborative interaction between the players
and the game (Manninen and Kujanpää 2005). Previous studies also mostly used
subjective norms to explain the essence of social influence. However there is no
consistency among the findings of prior studies to explain the essence of social behavior
setting from the game experience. Venkatesh & Davis’s (2000) study recognized that it
has only a significant influence on technology acceptance under mandatory settings.
As Davis et al. (1989) suggested one of the theoretical grounds of importance of
perceived usefulness in user behavior is expectancy theory, which models the role of
beliefs in decision making (Fishbein and Azjen, 1975). Previous literatures which were
also not clear about the construct have limited conceptualizations because they only deal
with restricted normative components and do not reflect wider societal contexts (Conner
& Armitage, 1998; Terry & Hogg, 2000).
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Robey (1979 p.537) theorized that “a system that does not help people perform their job
is not likely to be received favorably in spite of careful implementation efforts”.
Specifically this study assumes that persuasive advertisement that associate the use of
interactive game is more likely to have an effect to the users’ behavior intention towards
the product advertise. The strong influences of consumers are likely to develop stronger
beliefs about products in a computer mediated environment when they are exposed to
product information in mediated experiences has been validated through previous studies
(Klein 2003).
Little research is identified to consider game as persuasive advertising medium in designs
the game content (Heeter 2000). Previous literatures also indicate that no clear
understanding on the subject of users’ perception in the mediated environment is
available to explain that they themselves can feel the experience of being present in the
mediated environment (Slater & Usoh, 1994). This means that there is a critical need for
researchers to find users’ perception towards the advertisement in the mediated game
environment.
The study on users’ perception of advertising message in computer game is to understand
the users’ awareness of the psychological effects elicited by the interaction with
advertising messages, this including the degree to which all senses that stimulated the
meanings and values attach to the advertising message that users experience and the
feeling and emotions that are elicited (Hekkert. 2006; Schifferstein and Cleiren (2005).
Taken together, we hypothesize that:
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H1: Users’ perception of advertising message embedded in computer game has positive
relationship with behavior intention towards product advertised.
GAMERS’ EXPERIENCE
Previous research by Sweetser and Wyeth (2005) and Jegers (2007) on game users’
experience of playing game described about the game flow experience. Novak, Hoffman
and Yung (2000) indicate the construct of exploratory behavior parallel to flow.
Furthermore Azjen’s (1988) construct of perceived behavioral control, and indicated as a
consequence, rather than antecedent. As in social-technical behavior setting, perceived
behavioral control for information sharing behaviors is highly correlated with perceived
ease of use or difficulty related to a particular technology, which have been shown to be
major factors predicting user intention (Compeau & Higgins, 1995).
Previously interpretive or ethnographic methods were adopted in the research to study
users’ experience. However, it does also explain the aspects of specific game
environments, such as communication and social relationships among players and the
construction of identities (Kolo and Baur, 2004; Muramatsu and Ackerman, 1998;
Nowak and Rauh, 2005; Reid, 1994; Clarke and Duimering ,2006, Del-Teso-Craviotto
,2008).
To understand the game user’s experience, it is necessary for researcher to know the
game flow. Previous research defines the game flow as the condition where users believe
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that the current experience is optimal, getting pleasure in online game and can control the
usage of the game (Csikszentmihalyi & Csikszentmihalyi, 1988). After all when the game
users achieved the flow, they receive an optimal experience that making them to replay
the game without any compensation (Hoffmann & Novak, 1995).
Moreover, past researchers have also studied how the experiences moderate the
relationship between perception and attitude from technology perspective (Danaher &
Mullarkey, 2003; and Krugman, Cameron, & White, 1995). Researchers have found a
vital need to consider the users experience as the moderator in order to study behavior on
technology (Bruner and Kumar, 2000; Takacs, Reed, Wells and Dombrowski, 1999). It is
assumed that users who had experience in playing game may complete the game quicker
than users with less experience with the game task. The basis of this assumption relies on
past studies which manage to indicate that users’ experience may identify visual targets
quicker than users with less experience with the task (Bettman and Park, 1980; Punj and
Staelin,1983; Johnson and Russo, 1984; Alba and Hutchinson, 1987). Therefore, it is
imperative to hypothesize that users experience to moderate the relationship between
users feeling of persuasive game message and users’ intention towards product advertise.
In this case, we postulate that:
H2: Game player experience moderate relationship between perception of in-game
advertising and behavior intention towards product advertising.
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METHODOLOGY
There are various methodologies used by game developers to evaluate game play
experience (Davis et al. 2005; Fabricatore et al. 2002; Sweetser and Wyeth 2005), though
few empirical results have been reported. This study is to understand the nature of game
player interactions in computer game. Experimental method is adopted to ensure the
cause and effect relationship between persuasive advertising in game mediated
environment is recognized and the game player behavioral intention to be clearly
established. To explore the hypothesized role of persuasive advertising in this study, a
total of 224 volunteered undergraduate students from a public university were invited to
participate in the experiment conducted in the university’s computer laboratory.
The importance of a wide variety of users’ experience of playing game is rated on the
playing and control options of the game virtual environment. Numerous differences in
players’ ratings of particular characteristics to respond on the questionnaires after playing
the computer game in the laboratory. This helps to provide a rich set of game player data
in order to frame the understanding of the computer game on the effective socialtechnical behaviour settings that permit diverse Malaysian game player behaviours based
on experience during the game play.
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FINDINGS
The profile of respondents is presented in Table 1.
Table 1: Profile of respondents
Demographic
Gender
Male
Female
Age
19 -20
21 – 22
23 -24
Above 25
Race
Malay
Chinese
Indian
Others
Field of study
Science
Arts
Weekly hours
0 hour
spend playing
1 – 8 hours
games
9 – 16 hours
17 – 24 hours
24 – 31 hours
32 – 39 hours
Above 40 hours
Frequency
75
149
24
137
55
8
135
79
8
2
130
94
11
155
30
15
4
5
4
Percentage
33.5
66.5
10.7
61.2
24.6
3.5
60.3
35.3
3.6
.9
58
42
4.9
69.2
13.4
6.7
1.8
2.2
1.8
GOODNESS OF MEASURES
A factor analysis with varimax rotation was run on the 4 items representing perception of
in-game advertising, 4 items representing behavior intention towards product advertised
and 2 items representing player experience and 3 factors were extracted. The KMO was
0.835, with the Bartlett’s Test for Sphericity significant (χ2 = 1435.74, p<0.01) indicating
sufficient inter correlations. The total variance explained was 72%. Then we proceeded to
do a reliability analysis to explore the inter-item consistency and the results are presented
in Table 2.
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Table 2: Reliability Analysis
Variables
Users perception of
advertising message
Behavior intention towards
product advertised
Player experience
Number of
Items
Number of Items
Deleted
Cronbach’s
Alpha
7
3
0.899
6
2
0.904
4
2
0.875
HYPOTHESES TESTING
Regression analysis was used to test the hypotheses and the results are presented in Table
3.
Table 3: Hierarchical Regression
Variables
Independence Variable
Perception of in game
advertising X1
Moderator
Player experience M1
Interaction
M1 * X1
R2
Adj. R2
R2Change
F-Change
Note: ***sig.at.01
**Sig.at.05
Model 1
Behavior Intention
Model2
Model3
.54***
.54***
.16
-.02
-.35*
.29
.28
.00
.10
.501*
.30
.29
.01
3.00*
.29
.28
.29
89.63***
*Sig.at.10
As can be seen from the above figure, the first step (Table 3), the coefficient of
determination was significant (p<.01) and found to be .29 indicating that 29 % of the
perception advertising measures was explained by the independent variables. The
relationship between perception in-game advertising and game player behavior intention
was positive (β = .536, p<0.01). As was predicted, the game player perception in-game
advertising influenced behavior intention that supporting H1.
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In step two, additional dimension of game player experience in the regression model has
resulted in R2 of 29 percent. This R2 change of .00 is not significant (p>.01). It implies
that the player experience explained 0 % of the variation.
To examine the moderating effects of users experience on the relationship between
perception of in-game advertising and game player behavior intention, the third
regression model is developed by adding this suspected moderating variable. In Model 3,
R2 explained 30 percent, and the R2 change of .01 is significant (p<.10). The significant
F-statistic (p<.10) suggesting that users experience moderate the relationship between
perception and game player behavior intention related to in-game advertisement (β =
0.501, p<0.01) and giving support to H2.
Figure 1 shows the effect of prior experience on the relationship between persuasive
advertising and game player behavior intention. When the level of advertising increases,
experienced users tend to have more of the intention to the advertisement as compared to
the inexperienced users which shows a lesser social-technical behavioral.
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Figure 1: The moderating effect of prior game users experience on social-technical
behavior for performing game.
CONCLUSIONS AND PROPOSED FUTURE RESEARCH
As predicted, the relationship between users’ perception of advertising message inside
interactive game and game player behavior intention is found to be positive. It explicitly
states that game player view the usefulness of the persuasive advertising applications,
either basic or advance, through the lens of how easily the software could be learnt.
Advertisement is found to have significant influence on game usage when performing the
game challenge. This may be due to the fact that game players are exposed repeatedly to
the advertisement and information processing will take in to place in the user’s memory.
For the game advertising when the game player spends longer play duration could
associate to better quality advertising exposure in that the longer a consumer spends
playing at a game advertising, that more likely they are to at least become aware of an
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advertisement’s content, be it a brand, a link to another website, or some other
promotional offers (Sherman and Deighton, 2001; Swallen, 2000).
In short, it is assumed that game player to have social-technical behavior respond to the
advertisement embedded in game applications. This occurs during the process of playing
game, where game player believe that experience is optimal, getting pleasure in online
game and can control the usage of the game (Csikszentmihalyi & Csikszentmihalyi,
1988). After all when the game users achieved an optimal experience it can be a major
factors that making them to have intention to the advertising message embedded in game.
Prior to user’s experience acts as a moderator between persuasive advertising of
interactive game and player behavior intention, when advertising message to have
influence on the player behavior intention towards the advertisement. It could be due to
the fact that when an individual has more experiences with an interactive game and
social-technical behavior, it would be more definite to be influenced by the advertising
message inside the game. Moreover, in order to perform advanced game level, the
player’s intention would be essential. That is, playing game for advanced level is more
dependent on the person's interest and his/her perceptions regarding its social-technical
behavior intention.
To further explain the reason for users experience's moderation, it can be presumed that
users’ experience can assess the relationship towards the actual social-technical behavior.
In doing so, when analyzing the impact of users’ experience, one has to first evaluate
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whether the user has the option to play the particular game. Nevertheless, this study
managed to shed some light on the game players’ perception pertaining to the advertising
message engaged in game. Furthermore, the relationship between attention to advertising
and viewing durations are much related to the consumers’ exposure and time spent on
playing game that need a further study from the interactive game perspective.
The results of this augmented advertising strategy could provide some insight for future
creative game content. Since persuasive advertising was found to correspond in a game
challenge, it dictates that the game players in this study are still ignorant about the
advertising message; although, they are frequent users of interactive game which is the
number of hours in contact with game taking into consideration.
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