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Analysing cross-cultural design in advergames: a comparison between the UK and Brazil

Analysing cross-cultural design in advergames: a comparison between the UK and Brazil
Analysing cross-cultural design in advergames: a comparison between the UK and Brazil
This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, composed of game design elements, brand perspectives and cultural characteristics. Utilising the CAKE framework, 40 mobile advergames from Brazil and the UK were studied through a content analysis, followed by an interview of 22 game players from both countries. Our findings illustrate a cultural difference in the attitudes towards advergames and preferences regarding familiar and popular elements inside the advergame. It is felt that the CAKE framework may prove itself suitable for the development of cross-cultural design in advergaming and future research in the area. Implications for advertisers, designers and developers are discussed.
games, advergames, marketing games
2034-8800
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Dunn, Rima
3e3ddb33-ae7a-4db9-b076-e31779bd1593
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Dunn, Rima
3e3ddb33-ae7a-4db9-b076-e31779bd1593
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0

Wanick, Vanissa, Dunn, Rima, Ranchhod, Ashok and Wills, Gary (2019) Analysing cross-cultural design in advergames: a comparison between the UK and Brazil. EAI Endorsed Transactions on Serious Games, 18 (1). (doi:10.4108/eai.13-9-2018.156150).

Record type: Article

Abstract

This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, composed of game design elements, brand perspectives and cultural characteristics. Utilising the CAKE framework, 40 mobile advergames from Brazil and the UK were studied through a content analysis, followed by an interview of 22 game players from both countries. Our findings illustrate a cultural difference in the attitudes towards advergames and preferences regarding familiar and popular elements inside the advergame. It is felt that the CAKE framework may prove itself suitable for the development of cross-cultural design in advergaming and future research in the area. Implications for advertisers, designers and developers are discussed.

Text
eai.13-9-2018.156150 - Version of Record
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More information

Accepted/In Press date: 24 December 2018
e-pub ahead of print date: 4 January 2019
Published date: 4 January 2019
Keywords: games, advergames, marketing games

Identifiers

Local EPrints ID: 427283
URI: https://eprints.soton.ac.uk/id/eprint/427283
ISSN: 2034-8800
PURE UUID: f5a3ed98-17dc-43cc-ae0d-985dd81a8558
ORCID for Vanissa Wanick: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashok Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825
ORCID for Gary Wills: ORCID iD orcid.org/0000-0001-5771-4088

Catalogue record

Date deposited: 10 Jan 2019 17:30
Last modified: 14 Mar 2019 01:51

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