en pl
en pl

Central European Management Journal

Show issue
Year 3/2021 
Volume 29 
Issue 1

Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players

Magdalena Hofman-Kohlmeyer
University of Economics in Katowice

3/2021 29 (1) Central European Management Journal

DOI 10.7206/cemj.2658-0845.41

Article contents

Abstract

Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation?

Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2.

Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages.

Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding.

Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.

References

  1. Babbie, E. (2003). Badania społeczne w praktyce. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  2. Babin, J., and Hulland, J. (2019). Exploring online consumer curation as user-generated content. Spanish Journal of Marketing-ESIC. https://doi.org/10.1108/SJME-07-2019-0053. [Google Scholar]
  3. Behr, K.M., Huskey, R., and Weber, R. (2015). Creative interactivity: customizing and creating game content. In Video Games and Creativity (pp. 285–299). Academic Press. https://doi.org/10.1016/B978-0-12-801462-2.00014-X. [Google Scholar]
  4. Brunt, C.S., King, A.S., and King, J. T. (2020). The influence of user-generated content on video game demand. Journal of Cultural Economics, 44(1), 35–56. https://doi.org/10.1007/s10824-019-09349-0. [Google Scholar]
  5. Cauberghe, V., and De Pelsmacker, P. (2007). Advergames: the impact of brand prominence and repetition on brand responses. In Society for Consumer Psychology Winter Conference. Las Vegas. [Google Scholar]
  6. Çeltek, E. (2010). Mobile advergames in tourism marketing. Journal of Vacation Marketing, 16(4), 267–281. https://doi.org/10.1177/1356766710380882. [Google Scholar]
  7. Christodoulides, G., Jevons, C., and Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of Advertising Research, 52(1), 53–64, https://doi.org/10.2501/JAR-52-1-053-064. [Google Scholar]
  8. Crespo, Á.H., Gutiérrez, H.S.M., and Mogollón, J.H. (2015). Perceived influence on behavior of user-generated content on social network sites: An empirical application in the hotel sector. Revista Española de Investigación de Marketing ESIC, 19(1), 12–23. https://doi.org/10.1016/j.reimke.2014.09.001. [Google Scholar]
  9. Crowston, K., and Fagnot, I. (2018). Stages of motivation for contributing user-generated content: A theory and empirical test. International Journal of Human-Computer Studies, 109, 89–101. https://doi.org/10.1016/j.ijhcs.2017.08.005. [Google Scholar]
  10. Czakon, W. (2011). Metodyka systematycznego przeglądu literatury. Przegląd Organizacji, 3, 57–61. bwmeta1.element.ekon-element-000169454321. [Google Scholar]
  11. Dens, N., De Pelsmacker, P., and Verhellen, Y. (2018). Better together? Harnessing the power of brand placement through program sponsorship messages. Journal of Business Research, 83, 151–159. https://doi.org/10.1016/j.jbusres.2017.10.036. [Google Scholar]
  12. Ding, Y., Phang, C.W., Lu, X., Tan, C.H., and Sutanto, J. (2014, January). The role of marketer-and user-generated content in sustaining the growth of a social media brand community. In: 2014 47th Hawaii International Conference on System Sciences (pp. 1785–1792). IEEE. https://doi.org/10.1109/HICSS.2014.226. [Google Scholar]
  13. El-Nasr, M.S., and Smith, B.K. (2006). Learning through game modding. Computers in Entertainment (CIE), 4(1), 7-es. https://doi.org/10.1145/1111293.1111301. [Google Scholar]
  14. Etikan, I., Alkassim, R., and Abubakar, S. (2016). Comparision of snowball sampling and sequential sampling technique. Biometrics and Biostatistics International Journal, 3(1), 55. https://doi.org/10.15406/bbij.2015.03.00055. [Google Scholar]
  15. Fergie, G., Hunt, K., and Hilton, S. (2016). Social media as a space for support: young adults' perspectives on producing and consuming user-generated content about diabetes and mental health. Social Science & Medicine, 170, 46–54. https://doi.org/10.1016/j.socscimed.2016.10.006. [Google Scholar]
  16. Gabisch, J.A. (2011). Virtual world brand experience and its impact on real world purchasing behavior. Journal of Brand Management, 19(1), 18–32. https://doi.org/10.1057/bm.2011.29. [Google Scholar]
  17. Herman, A., Coombe, R.J., and Kaye, L. (2006). Your Second Life? Goodwill and the performativity of intellectual property in online digital gaming. Cultural Studies, 20(2–3), 184–210. https://doi.org/10.1080/09502380500495684. [Google Scholar]
  18. Hesmondhalgh, D. (2010). User-generated content, free labour and the cultural industries. Ephemera, 10(3/4), 267–284. [Google Scholar]
  19. Hofman-Kohlmeyer, M. (2019). Reception of Brand Placement in Computer Games – Literature Review. Przedsiębiorczość i Zarządzanie, 20(6.2), 155–169. [Google Scholar]
  20. Jemielniak, D. (2012). Badania jakościowe. Podejścia i teorie, 1, Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  21. Kelly, B., Vandevijvere, S., Freeman, B., and Jenkin, G. (2015). New media but same old tricks: food marketing to children in the digital age. Current Obesity Reports, 4(1), 37–45. https://doi.org/10.1007/s13679-014-0128-5. [Google Scholar]
  22. Kim, M., and Lee, M. (2017). Brand-related user-generated content on social media: the roles of source and sponsorship. Internet Research, 27(5), 1085–1103. https://doi.org/10.1108/IntR-07-2016-0206. [Google Scholar]
  23. Koch, S., and Bierbamer, M. (2016). Opening your product: impact of user innovations and their distribution platform on video game success. Electronic Markets, 26(4), 357–368. https://doi.org/10.1007/s12525-016-0230-5. [Google Scholar]
  24. Konecki, K. (2000). Studia z metodologii badań jakościowych. Teoria ugruntowana. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  25. Kordyaka, B., and Hribersek, S. (2019, January). Crafting Identity in League of Legends-Purchases as a Tool to Achieve Desired Impressions. Proceedings of the 52nd Hawaii International Conference on System Sciences, https://doi.org/10.24251/HICSS.2019.182. [Google Scholar]
  26. Leino, O.T. (2018, August). Escape from CD Road: On the value of boredom in Euro Truck Simulator 2 multiplayer. In 12th International Conference on the Philosophy of Computer Games (POCG 2018): Value in Games. Copenhagen. [Google Scholar]
  27. Lee, H., and Cho, C.H. (2017), An application of brand personality to advergames: The effect of company attributes on advergame personality. Computers in Human Behavior, 69, 235–245, https://doi.org/10.1016/j.chb.2016.12.035. [Google Scholar]
  28. Lee, M., and Faber, R.J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75–90. https://doi.org/10.2753/JOA0091-3367360406. [Google Scholar]
  29. Lin, D., Bezemer, C.P., Zou, Y., and Hassan, A.E. (2019). An empirical study of game reviews on the Steam platform. Empirical Software Engineering, 24(1), 170–207. [Google Scholar]
  30. Liu, X., Burns, A.C., and Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236–247. https://doi.org/10.1080/00913367.2017.1297273. [Google Scholar]
  31. Martí-Parreño, J., Aldás-Manzano, J., Currás-Pérez, R., and Sánchez-García, I. (2013), Factors contributing brand attitude in advergames: Entertainment and irritation. Journal of Brand Management, 20(5), 374–388. https://doi.org/10.1057/bm.2012.22. [Google Scholar]
  32. Martí-Parreño J., Bermejo-Berros J., and Aldás-Manzano J. (2017). Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory, Journal of Interactive Marketing, 38. https://doi.org/10.1016/j.intmar.2016.12.001. [Google Scholar]
  33. Mayrhofer, M., Matthes, J., Einwiller, S., and Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447. [Google Scholar]
  34. Mitręga, M., and Hofman-Kohlmeyer, M. (2017). Komunikacja marketingowa w grach komputerowych – przyrost wiedzy, kierunki badań. Marketing i Rynek, 12, 83–90. [Google Scholar]
  35. Mittal, B. (2006). I, me, and mine – how products become consumers' extended selves. Journal of Consumer Behaviour: An International Research Review, 5(6), 550–562, https://doi.org/10.1002/cb.202. [Google Scholar]
  36. Miles, M.B., and Huberman M.A. (2000). Analiza danych jakościowych, przeł. Stanisław Zabielski. Białystok: Trans Humana. [Google Scholar]
  37. Muntinga, D.G., Moorman, M. and Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046. [Google Scholar]
  38. Nelson, M.R. (2002). Recall of brand placements in computer/video games. Journal of Advertising Research, 42(2), 80–92. https://doi.org/10.2501/JAR-42-2-80-92. [Google Scholar]
  39. Nelson, M.R. (2005). Exploring consumer response to “advergaming.” Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 156–182. [Google Scholar]
  40. Nielsen, D. (2019). Modders in the Digital Game Industry – A study on modders’ perceptions on corporate commodification of free labor, http://muep.mau.se/handle/2043/29330. [Google Scholar]
  41. Nobre, H., and Ferreira, A. (2017). Gamification as a platform for brand co-creation experiences. Journal of Brand Management, 24(4), 349–361, https://doi.org/10.1057/s41262-017-0055-3. [Google Scholar]
  42. Organisation for Economic Co-operation and Development. Participative Web and User-Created Content: Web 2.0, Wikis and Social Networking (2007). OECD Information Technologies. [Google Scholar]
  43. Partala, T. (2011). Psychological needs and virtual worlds: Case Second Life. International Journal of Human-Computer Studies, 69(12), 787–800. https://doi.org/10.1016/j.ijhcs.2011.07.004. [Google Scholar]
  44. Peters, S. and Leshner, G. (2013). Get in the game: The effects of game-product congruity and product placement proximity on game players’ processing of brands embedded in advergames. Journal of Advertising, 42(2–3), 113–130. https://doi.org/10.1080/00913367.2013.774584. [Google Scholar]
  45. Poch, R., and Martin, B. (2015). Effects of intrinsic and extrinsic motivation on user-generated content. Journal of Strategic Marketing, 23(4), 305–317. https://doi.org/10.1080/0965254X.2014.926966. [Google Scholar]
  46. Poor, N. (2014). Computer game modders’ motivations and sense of community: A mixed-methods approach. New Media & Society, 16(8), 1249–1267. https://doi.org/10.1177/1461444813504266. [Google Scholar]
  47. Postigo, H. (2007). Of mods and modders: Chasing down the value of fan-based digital `1game modifications. Games and Culture, 2(4), 300–313. https://doi.org/10.1177/1555412007307955. [Google Scholar]
  48. Ranalli, J. (2008). Learning English with The Sims: exploiting authentic simulation video games for L2 learning. Computer Assisted Language Learning, 21(5), 441–455. https://doi.org/10.1080/09588220802447859. [Google Scholar]
  49. Roma, P., and Aloini, D. (2019). How does brand-related user-generated content differ across social media? Evidence reloaded. Journal of Business Research, 96, 322–339. https://doi.org/10.1016/j.jbusres.2018.11.055. [Google Scholar]
  50. Rosado, R., and Agante, L. (2011). The Effectiveness of Advergames in Enhancing Children's Brand Recall Image, and Preference/a Eficácia Dos Jogos Publicitários Para Potenciar a Notoriedade, Preferência E Imagem Da Marca Nas Crianças. Revista Portuguesa de Marketing, 14(27), 34. [Google Scholar]
  51. Schivinski, B., and Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214, https://doi.org/10.1080/13527266.2013.871323. [Google Scholar]
  52. Smith, A.N., Fischer, E., and Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113, https://doi.org/10.1016/j.intmar.2012.01.002. [Google Scholar]
  53. Song, M., Duan, Y., Huang, T., and Zhan, L. (2020). Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand community. EURASIP Journal on Wireless Communications and Networking, 2020(1), 14. https://doi.org/10.1186/s13638-019-1635-6. [Google Scholar]
  54. Sotamaa, O. (2005). “Have Fun Working with Our Product!”: Critical Perspectives on Computer Game Mod Competitions. DiGRA Conference. [Google Scholar]
  55. Stankov, U., Lazic, L., and Dragicevic, V. (2010). The extent of use of basic Facebook user-generated content by the national tourism organizations in Europe. European Journal of Tourism Research, 3(2), 105–113. [Google Scholar]
  56. Terlutter, R., and Capella, M.L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2–3), 95–112, https://doi.org/10.1080/00913367.2013.774610. [Google Scholar]
  57. Toh, C.Y., and Leng, H.K. (2014). Demographic differences in recall and recognition rates of in-game advertisements. Journal of Direct, Data and Digital Marketing Practice, 15(3), 187–196. https://doi.org/10.1057/dddmp.2013.76. [Google Scholar]
  58. Vashisht, D., Mohan, H.S., and Chauhan, A. (2020). In-game advertising: the role of newness congruence and interactivity. Spanish Journal of Marketing-ESIC. https://doi.org/10.1108/SJME-02-2019-0012. [Google Scholar]
  59. Van Reijmersdal, E. (2009). Brand placement prominence: good for memory! Bad for attitudes? Journal of Advertising Research, 49(2), 151–153. https://doi.org/10.2501/S0021849909090199. [Google Scholar]
  60. Waiguny, M., Nelson, M. R., and Terlutter, R. (2010). Persuading playfully? The effects of persuasion knowledge and positive affect on children's attitudes, brand beliefs and behaviors. In American Academy of Advertising. Conference. Proceedings (Online) (p. 67). American Academy of Advertising. [Google Scholar]
  61. Wang, Y., and Chen, H. (2019). The influence of dialogic engagement and prominence on visual product placement in virtual reality videos. Journal of Business Research, 100, 493–502, https://doi.org/10.1016/j.jbusres.2019.01.018. [Google Scholar]
  62. Waiguny, M.K., Nelson, M.R., and Marko, B. (2013). How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising, 42(2–3), 155–169, https://doi.org/10.1080/00913367.2013.774590. [Google Scholar]
  63. Wallace, R. (2014). Modding: Amateur authorship and how the video game industry is actually getting it right. BYU Law Review, 1. [Google Scholar]
  64. Wang, G., Sun, J., Ma, J., Xu, K., and Gu, J. (2014). Sentiment classification: The contribution of ensemble learning. Decision support systems, 57, 77–93, https://doi.org/10.1016/j.dss.2013.08.002. [Google Scholar]
  65. Winkler, T., and Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of Interactive Advertising, 7(1), 3–32, https://doi.org/10.1080/15252019.2006.10722123. [Google Scholar]
  66. Yang, M., Roskos-Ewoldsen, D.R., Dinu, L., and Arpan, L.M. (2006). The effectiveness of “in-game” advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143–152. [Google Scholar]
  67. Yu, G., Carlsson, C., and Zou, D. (2014). Exploring the influence of user-generated content factors on the behavioral intentions of travel consumers. ACIS. [Google Scholar]
  68. Zhou, Z., Jin, X. L., Vogel, D. R., Fang, Y., and Chen, X. (2011). Individual motivations and demographic differences in social virtual world uses: An exploratory investigation in Second Life. International Journal of Information Management, 31(3), 261–271. https://doi.org/10.1016/j.ijinfomgt.2010.07.007. [Google Scholar]

Full metadata record

Cite this record

APA style

Hofman-Kohlmeyer, Magdalena (2021). Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players. (2021). Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players. Central European Management Journal, 29(1), 61–87. https://doi.org/10.7206/cemj.2658-0845.41 (Original work published 3/2021AD)

MLA style

Hofman-Kohlmeyer, Magdalena. “Brand-Related User-Generated Content In Simulation Video Games: Qualitative Research Among Polish Players”. 3/2021AD. Central European Management Journal, vol. 29, no. 1, 2021, pp. 61–87.

Chicago style

Hofman-Kohlmeyer, Magdalena. “Brand-Related User-Generated Content In Simulation Video Games: Qualitative Research Among Polish Players”. Central European Management Journal, Central European Management Journal, 29, no. 1 (2021): 61–87. doi:10.7206/cemj.2658-0845.41.

Copyright info

copyright info

CC-BY

People also read:

No related content.