Research Article
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Oyun Temelli Reklam: Uludağ Limonata ve Lipton Ice Tea Örneği

Year 2022, Volume: 9 Issue: 1, 77 - 95, 31.01.2022

Sinem Eyice Basev

https://doi.org/10.17680/erciyesiletisim.983743

Abstract

Teknolojide yaşanan gelişmeler ve sosyoekonomik değişimler tüketici davranışlarım değiştirmektedir. Tüketiciler artık klasik reklam mecralarından sıkılmaya başlamışlardır. Özellikle Z kuşağını oluşturan bireyler geleneksel reklamcılığı neredeyse reddetme arzusu içindedirler. Bu değişim dolayısıyla pazarlama dünyasını etkilemekte ve reklam stratejilerinde kendisini göstermektedir. Tüketicilerin dikkatini çekebilmek için işletmeler farklı mecralarda reklam yapmaya başlamışlardır. Bu mecralardan birisi dijital oyunlardır. Dijital oyunlar eğlenceli zaman geçirmeyi sağlamaları nedeniyle sadece çocukları ve gençleri değil yetişkinleri de cezbetmektedir. Oyunların sanal dünyası eğlencenin yanı sıra kendini geliştirme, gerçek dünyanın sorumluluklarından kaçma gibi olanaklar da sunmaktadır. Oyuncular birçok farklı türü olan bu oyunları oynarken eğlenceli ve olumlu bir ortam içerisinde markayla ilgili bilgileri zihinlerine alabilmekte, işletmenin etkileşimli reklam mesajlarına da tanık olmaktadırlar. Bu bağlamdan yola çıkarak araştırmanın amacı, dijital reklamcılık, dijital reklam pazarı ve dijital oyun pazarı kavramsal çerçevesi ışığında dijital oyunlarda reklam kullanımının nasıl yapıldığı ve sınıflandırılmasının ele alınarak oyun reklamcılığının tüketiciler üzerindeki etkilerinin “Uludağ Limonata Lezzet Dünyası” ve “Lipton Ice Tea Gez Göz Sneijder” oyunları örnekleri üzerinden incelenmesidir. Araştırma bir derleme araştırması olup, araştırmanın amacı kapsamından incelenen konuya yönelik birincil ve ikincil kaynaklardan elde edilen bilgiler iki oyun temelli reklam örneği üzerinden yorumlanarak çıkarım yapılmıştır. Yapılan bu derleme araştırmasının oyun temelli reklamlar kapsamında yapılacak yeni çalışmalara ve konuyla ilgili uygulamalara ışık tutarak güncel potansiyelin değerlendirilmesinde kaktı sağlayacağı düşünülmektedir.

Keywords

Reklam Dijital Reklam Dijital Oyunlar Oyun Temelli Reklam Uludağ Limonata Lezzet Dünyası Lipton Ice Tea Gez Göz Sneijder

References

  • Akyol, M. (2010). Marka İletişim Aracı Olarak Oyun reklam: Marka Farkındalığı Oluşturma Rolü Üzerine Bir Çalışma (Unpublished pHD Dissertation). Selçuk University, Institute of Social Sciences, Konya.
  • Altuntaş, B., & Karaaslan, M. H. (2017). Kullanıcıların Mobil Oyun Tercihinde Etkili Qian Faktör Düzeylerinin Öneminin Belirlenmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (19), 277-298.
  • Amankuy, Y., Güdü Demirbulat, Ö., & Saatçi, G. (2016). Oyuna Dayalı Reklamın (Advergame) Turizm Sektöründe Uygulanabilirliği Üzerine Bir Değerlendirme. Journal of Tourism Theory and Research, 2(2), 107-125.
  • Ayada, W. M., & Elmelegy, N.A. (2012). Advergames on Facebook a New Approach to Improve the Fashion Marketing. International Design Journal, 2(2), 139-151.
  • Babacan, M. (2015). Nedir Bu Reklam (3. Baskı). İstanbul: Beta Yayıncılık.
  • Boudreau, K. ve Consalvo, M. (2014), “Families and Social Network Games”, Information, Communication & Society, 17(9), 1118-1130.
  • Bozkurt, Y., & Oyman, M. (2016). Oyun ya da Reklam? Genç Oyuncular Eğlence İçerikli Oyun Reklamları Nasıl Algılıyor?. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (58), 519-538.
  • Broder, A., Josifovski, V., & Shanmugasundaram, J. (2011). Introduction To Display Advertising: A Half-Day Tutorial. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 3-4), ACM.
  • Calik, M., & Sözbilir, M. (2014). Parameters of Content Analysis. Education and Science, 39(174), 33-38.
  • Chen, J., & Ringel, M. (2001). Can Advergaming be the Future of Interactive Advertising. Retrieved July 24, 2021, from: http://www.allbusiness.com/marketingadvertising/4113885-l.html
  • Coulaud, S. (2007). Do Women and Men See Advergames in A Different Way?. Retrieved July 24, 2021, http://www.advergames-gender.com/thesis/Advergames_gender_SCOULAUD_2007_EN_3p.pdf
  • Crawford, A. (2003). The Digital Turn Animation in the Age of Information. In, Carol A.
  • Stabile, Mark Flarrison (Eds), Prime Time Animation Television Animation and American Culture (pp. 110-130). Psychology Press.
  • Dahl, S., Eagle, L., & Fernandez, C.B. (2006). Analyzing Advergames: Active Diversion or Actually Deception, 11th International Corporate and Marketing Communications Conference 21-22 April, Ljubljana-Slovenia.
  • de la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames Conveying Advertising Messages through Digital Games (Unpublished pHD Dissertation). Utrecht University.
  • Dijital Oyun Sektörü Raporu (2021). Ankara Kalkınma Ajansı, Retrieved July 2, 2021 from: http://vvww.ankaraka.ofg.tr/archive/files/yayinlar/ankaraka-dijital-oyunsektoru.pdf.
  • Dijital Oyunlar Raporu (2021). Güvenli İnternet Merkezi. Retrieved July 24, 2021 from: https://www.guvenliweb.org.tr/
  • Edery, D., & Mollick, E. (2009). Changing the Game - How Video Games Are Transforming the Future of Business. Upper Saddle River, New Jersey: FT Press
  • Elden, M., & Makal D. (2014). Dijital Çağda Reklam ve Reklamcılık. Ankara: Detay Yayıncılık.
  • Frasca, G. (2001). Rethinking Agency and Immersion: Video Games as a Means of Consciousness-Raising. Digital Creativity, 12(3), 167-174.
  • Gaming in Turkey (2021). Türkiye Oyun Sektörü. Retrieved July 24, 2021 from: https://www.gaminginturkey/tr/turkiye-oyun-sektoru-raporu-2018/
  • Gökşin, E. (2017). Dijital Pazarlama Temelleri. İstanbul: Abaküs Yayınları.
  • Güven. E. (2018). Tüketicilerin Tatmin ve Tutumlarının Belirlenmesinde Hedonik ve Faydacı Değerlerin Rolü: Üniversite Öğrencilerinin Cep Telefonu Kullanımları Üzerine Bir Uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 55, 157-173.
  • Hallinger, P. (2018). Surfacing A Hidden Literature: A Systematic Review Of Research On Educational Leadership And Management In Africa. Educational Management Administration & Leadership, 46(3), 362-384.
  • Hernandez, M.D., Suh, J., & Minor, M.S. (2005). Brand Memory in The Advergaming Context: A Cross-Script Comparison of Bilingual Consumers, Proceedings of American Academy of Advertising Conference, Houston-Texas.
  • https://apps.facebook.com/uludaglezzetdunyasi/Game.aspx
  • Ilgın, H. Ö. (2013). Advergaming ve Marka İlişkisi. The Turkish Online Journal of Design, Art and Communication – TOJDAC, 3(1), 24-33.
  • Interactive Advertising Bureau - IAB - Türkiye (2019). 2018 Dijital Reklam Yatırımları Açıklandı. Retrieved July 24, 2021, from: https://www.iabturktye.org/2018-dijital-reklam-yatirimlari-aciklandi.
  • Interactive Advertising Bureau - IAB (2007). Game Advertising Platform Status Report: Let the Games Begin. Retrieved July 24, 2021, http://www.iab.net/media/file/ games-reportv4.pdf.
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  • Kavoğlu, S. (2012). Pazarlama İletişiminde Yeni Yaklaşımlar: Oyuna Dayalı Reklam ve Örnek Uygulamalar. Akademik Bakış Dergisi, 29, 1-14.
  • Kimelfield, Y. M., & Watt, J. H. (2001). The Pragmatic Value of Online Transactional Advertising: A Predictor of Purchase Intention. Journal of Marketing Communications, 7(3), 137-157.
  • Kretchmer, S. B. (2005). Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play. In DiGRA Conference.
  • Lai, M., & Huang, Y.S. (2011). Can Learning Theoretical Approaches Illuminate the Ways in Which Advertising Games Effect Attitude, Recall and Purchase Intention. International Journal of Electronic Business Management, 9(4), 368-380.
  • Lee, H., & Cho, C. H. (2017). An Application of Brand Personality to Advergames: The Effect of Company Attributes on Advergame Personality. Computers in Human Behavior, 69 (2017), 235-245.
  • Lewis, B., & Porter, L. (2010). In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game. Journal of Interactive Advertising, 10(2), 46-60.
  • Lombard, M., & Ditton, T. (1997). At the Heart of It All: The Concept of Presence. Journal of Computer-Mediated Communication, 3(2), JCMC321.
  • Lovell, N. (2011), Gamification. Advergaming. Transmedia. The GAMESbrief Guide to Marketing and Games, GamesBrief.
  • Maden, D., & Göksel, A. B. (2009). Marka ve Tüketicilerin Eğlence Odaklı İlişkisi Advergameer: Cinsiyet Farklılıklarına Yönelik Bir inceleme, International Marketing Communications Symposium Proceeding Book (pp.240-242), Izmir.
  • Mau, G., Silberer, G., & Constien, C. (2008). Communicating Brands Playfully: Effects of Ingame Advertising for Familiar and Unfamiliar Brands. International Journal of Advertising, 27(5), 827-851.
  • Mracek, P., & Mucha, M. (2011). Advergaming: Application of Knowledge in the Process of the Competitive Advantage Improvement. Trendy Economy a Management, 8, 139-147.
  • Newzoo (2021). 2021 Global Market Report: Trends, Insights & Projections Toward 2021. Retrieved July 24, 2021, from: https://newzoo.comwp-content/uploads/2016/01/Newzoo_2016_Global_Games_Market_Report_ Dummy.pdf
  • Newzoo (2021). Newzoo Global Games Market Report 2021 - Light Version. Retrieved July 24, 2021, from: https://newzoo.com/insights/trend-reports/newzoo-globalgames-inarket-report-2019-light-version/
  • Oskay, T., & Koçer, S. (2016). Bir Etkileşimli Reklam Aracı Olan Oyun Reklam (Advergaming) Üzerine İnceleme (ss. 119-137), 2. Uluslararası Medya Çalışmaları Kongresi, Antalya.
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Game-Based Advertisement: Uludag Lemonade and Lipton Ice Tea Example

Year 2022, Volume: 9 Issue: 1, 77 - 95, 31.01.2022

Sinem Eyice Basev

https://doi.org/10.17680/erciyesiletisim.983743

Abstract

Consumer behavior is influenced by technological advancements and socioeconomic changes. Consumers have become tired of traditional advertising channels. Those in the Z generation, in particular, have a strong desire to avoid traditional advertising. As a result, this change has an impact on marketing and shows itself in advertising strategies. Businesses have begun to advertise in many mediums in order to get the attention of consumers. Digital games are one of these mediums. Digital games attract not only children and young people, but also adults, as they provide a fun time. In addition to amusement, the virtual world of gaming provides an opportunity for self-development and escape from the responsibilities of the real world. While playing these games, which have many different types, the gamers can get the information about the brand in their minds in a fun and positive environment, and they also witness the interactive advertising messages of the business. The aim of this study is to look at how advertising is used and classified in digital games in light of the conceptual framework of digital advertising, the digital advertising market, and the digital game market, as well as the effects of game advertising on consumers in the games “Uludağ Lemonade World of Flavor” and “ Lipton Ice Tea Pointing Sneijder”. The research is a review study, and the material gathered from primary and secondary sources for the subject under investigation was evaluated and inferences drawn using two game-based commercial samples. This compilation research is expected to contribute to the assessment of present potential by throwing light on new studies to be conducted within the scope of game-based marketing and associated applications.

Keywords

Advertisement Digital Advertising Digital Games Game-Based Advertisement Uludağ Lemonade World of Flavor Lipton Ice Tea Pointing Sneijder

References

  • Akyol, M. (2010). Marka İletişim Aracı Olarak Oyun reklam: Marka Farkındalığı Oluşturma Rolü Üzerine Bir Çalışma (Unpublished pHD Dissertation). Selçuk University, Institute of Social Sciences, Konya.
  • Altuntaş, B., & Karaaslan, M. H. (2017). Kullanıcıların Mobil Oyun Tercihinde Etkili Qian Faktör Düzeylerinin Öneminin Belirlenmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (19), 277-298.
  • Amankuy, Y., Güdü Demirbulat, Ö., & Saatçi, G. (2016). Oyuna Dayalı Reklamın (Advergame) Turizm Sektöründe Uygulanabilirliği Üzerine Bir Değerlendirme. Journal of Tourism Theory and Research, 2(2), 107-125.
  • Ayada, W. M., & Elmelegy, N.A. (2012). Advergames on Facebook a New Approach to Improve the Fashion Marketing. International Design Journal, 2(2), 139-151.
  • Babacan, M. (2015). Nedir Bu Reklam (3. Baskı). İstanbul: Beta Yayıncılık.
  • Boudreau, K. ve Consalvo, M. (2014), “Families and Social Network Games”, Information, Communication & Society, 17(9), 1118-1130.
  • Bozkurt, Y., & Oyman, M. (2016). Oyun ya da Reklam? Genç Oyuncular Eğlence İçerikli Oyun Reklamları Nasıl Algılıyor?. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (58), 519-538.
  • Broder, A., Josifovski, V., & Shanmugasundaram, J. (2011). Introduction To Display Advertising: A Half-Day Tutorial. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 3-4), ACM.
  • Calik, M., & Sözbilir, M. (2014). Parameters of Content Analysis. Education and Science, 39(174), 33-38.
  • Chen, J., & Ringel, M. (2001). Can Advergaming be the Future of Interactive Advertising. Retrieved July 24, 2021, from: http://www.allbusiness.com/marketingadvertising/4113885-l.html
  • Coulaud, S. (2007). Do Women and Men See Advergames in A Different Way?. Retrieved July 24, 2021, http://www.advergames-gender.com/thesis/Advergames_gender_SCOULAUD_2007_EN_3p.pdf
  • Crawford, A. (2003). The Digital Turn Animation in the Age of Information. In, Carol A.
  • Stabile, Mark Flarrison (Eds), Prime Time Animation Television Animation and American Culture (pp. 110-130). Psychology Press.
  • Dahl, S., Eagle, L., & Fernandez, C.B. (2006). Analyzing Advergames: Active Diversion or Actually Deception, 11th International Corporate and Marketing Communications Conference 21-22 April, Ljubljana-Slovenia.
  • de la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames Conveying Advertising Messages through Digital Games (Unpublished pHD Dissertation). Utrecht University.
  • Dijital Oyun Sektörü Raporu (2021). Ankara Kalkınma Ajansı, Retrieved July 2, 2021 from: http://vvww.ankaraka.ofg.tr/archive/files/yayinlar/ankaraka-dijital-oyunsektoru.pdf.
  • Dijital Oyunlar Raporu (2021). Güvenli İnternet Merkezi. Retrieved July 24, 2021 from: https://www.guvenliweb.org.tr/
  • Edery, D., & Mollick, E. (2009). Changing the Game - How Video Games Are Transforming the Future of Business. Upper Saddle River, New Jersey: FT Press
  • Elden, M., & Makal D. (2014). Dijital Çağda Reklam ve Reklamcılık. Ankara: Detay Yayıncılık.
  • Frasca, G. (2001). Rethinking Agency and Immersion: Video Games as a Means of Consciousness-Raising. Digital Creativity, 12(3), 167-174.
  • Gaming in Turkey (2021). Türkiye Oyun Sektörü. Retrieved July 24, 2021 from: https://www.gaminginturkey/tr/turkiye-oyun-sektoru-raporu-2018/
  • Gökşin, E. (2017). Dijital Pazarlama Temelleri. İstanbul: Abaküs Yayınları.
  • Güven. E. (2018). Tüketicilerin Tatmin ve Tutumlarının Belirlenmesinde Hedonik ve Faydacı Değerlerin Rolü: Üniversite Öğrencilerinin Cep Telefonu Kullanımları Üzerine Bir Uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 55, 157-173.
  • Hallinger, P. (2018). Surfacing A Hidden Literature: A Systematic Review Of Research On Educational Leadership And Management In Africa. Educational Management Administration & Leadership, 46(3), 362-384.
  • Hernandez, M.D., Suh, J., & Minor, M.S. (2005). Brand Memory in The Advergaming Context: A Cross-Script Comparison of Bilingual Consumers, Proceedings of American Academy of Advertising Conference, Houston-Texas.
  • https://apps.facebook.com/uludaglezzetdunyasi/Game.aspx
  • Ilgın, H. Ö. (2013). Advergaming ve Marka İlişkisi. The Turkish Online Journal of Design, Art and Communication – TOJDAC, 3(1), 24-33.
  • Interactive Advertising Bureau - IAB - Türkiye (2019). 2018 Dijital Reklam Yatırımları Açıklandı. Retrieved July 24, 2021, from: https://www.iabturktye.org/2018-dijital-reklam-yatirimlari-aciklandi.
  • Interactive Advertising Bureau - IAB (2007). Game Advertising Platform Status Report: Let the Games Begin. Retrieved July 24, 2021, http://www.iab.net/media/file/ games-reportv4.pdf.
  • Interactive Advertising Bureau - IAB (2010). Platform Status Report: Game Advertising, 1-17. Retrieved July 24, 2021, from: https://www.iab.com/wp-content/uploads/2015/09/IAB-Games-PSR-Update_0913.pdf
  • Kavoğlu, S. (2012). Pazarlama İletişiminde Yeni Yaklaşımlar: Oyuna Dayalı Reklam ve Örnek Uygulamalar. Akademik Bakış Dergisi, 29, 1-14.
  • Kimelfield, Y. M., & Watt, J. H. (2001). The Pragmatic Value of Online Transactional Advertising: A Predictor of Purchase Intention. Journal of Marketing Communications, 7(3), 137-157.
  • Kretchmer, S. B. (2005). Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play. In DiGRA Conference.
  • Lai, M., & Huang, Y.S. (2011). Can Learning Theoretical Approaches Illuminate the Ways in Which Advertising Games Effect Attitude, Recall and Purchase Intention. International Journal of Electronic Business Management, 9(4), 368-380.
  • Lee, H., & Cho, C. H. (2017). An Application of Brand Personality to Advergames: The Effect of Company Attributes on Advergame Personality. Computers in Human Behavior, 69 (2017), 235-245.
  • Lewis, B., & Porter, L. (2010). In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game. Journal of Interactive Advertising, 10(2), 46-60.
  • Lombard, M., & Ditton, T. (1997). At the Heart of It All: The Concept of Presence. Journal of Computer-Mediated Communication, 3(2), JCMC321.
  • Lovell, N. (2011), Gamification. Advergaming. Transmedia. The GAMESbrief Guide to Marketing and Games, GamesBrief.
  • Maden, D., & Göksel, A. B. (2009). Marka ve Tüketicilerin Eğlence Odaklı İlişkisi Advergameer: Cinsiyet Farklılıklarına Yönelik Bir inceleme, International Marketing Communications Symposium Proceeding Book (pp.240-242), Izmir.
  • Mau, G., Silberer, G., & Constien, C. (2008). Communicating Brands Playfully: Effects of Ingame Advertising for Familiar and Unfamiliar Brands. International Journal of Advertising, 27(5), 827-851.
  • Mracek, P., & Mucha, M. (2011). Advergaming: Application of Knowledge in the Process of the Competitive Advantage Improvement. Trendy Economy a Management, 8, 139-147.
  • Newzoo (2021). 2021 Global Market Report: Trends, Insights & Projections Toward 2021. Retrieved July 24, 2021, from: https://newzoo.comwp-content/uploads/2016/01/Newzoo_2016_Global_Games_Market_Report_ Dummy.pdf
  • Newzoo (2021). Newzoo Global Games Market Report 2021 - Light Version. Retrieved July 24, 2021, from: https://newzoo.com/insights/trend-reports/newzoo-globalgames-inarket-report-2019-light-version/
  • Oskay, T., & Koçer, S. (2016). Bir Etkileşimli Reklam Aracı Olan Oyun Reklam (Advergaming) Üzerine İnceleme (ss. 119-137), 2. Uluslararası Medya Çalışmaları Kongresi, Antalya.
  • Ostrow, J. (2004). When Ads Are the Stars Product Placement Reaches a New Level As Name Brands Go From Being Incidental Props to Having A Calculated Appearance in the Shows TV. The Denver Post.
  • Özdem, O. Ö. (2010). Web Tasarımı Teknolojisinin İnternet Reklamcılığına Yansımaları. Ankara: Nobel Yayıncılık.
  • Özkundakçı, M. (2012). Üçü Bir Arada. İstanbul: Hayat Yayıncılık. Parikka, J., & Suominen, J. (2006). Victorian Snakes? Towards a Cultural History of Mobile Games and the Experience of Movement. Game Studies, 6(1), 1-17.
  • Pitta, D. A., & Fowler, D. (2005). Internet Community Forums: An Untapped Resource for Consumer Marketers. Journal of Consumer Marketing, 22(5), 265-274.
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Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Articles in Foreign Languages
Authors

Sinem Eyice Basev 0000-0001-8936-1985

Publication Date January 31, 2022
Submission Date August 17, 2021
Published in Issue Year 2022 Volume: 9 Issue: 1

Cite

APA Eyice Basev, S. (2022). Game-Based Advertisement: Uludag Lemonade and Lipton Ice Tea Example. Erciyes İletişim Dergisi, 9(1), 77-95. https://doi.org/10.17680/erciyesiletisim.983743
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