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Video Oyunları İçerisindeki Ürün Yerleştirmeler (Gamevertising) Üzerine Bir İçerik Analizi

Year 2021, Volume: 8 Issue: 2, 287 - 323, 07.02.2022

Abstract

Gamevertising, video oyunları içerisinde yer alan reklamları inceleyen bir alandır. Gamevertising üzerine yapılan az sayıdaki çalışmanın çoğu video oyunları içerisindeki reklamların etkinliği ve hatırlanabilirliği üzerinedir. Bu çalışma, bu reklamların ne şekilde ve ne sıklıkla kullanıldıkları sorusundan yola çıkarak video oyun tanımı ve tarihçesini, gamevertising kavramını, reklamlar için video oyunlarının uygunluğunu ve video oyun kategorilerine göre gamevertising çalışmalarını çeşitli örneklerle aktarmaktadır. Araştırma olarak içerik analizi yöntemi seçilmiş ve The Game Awards 2020-2021 yıllarında aday gösterilen ve kazanan video oyunlarından bir örneklem oluşturularak, gamevertising kategorileri oluşturmak amaçlanmıştır. Araştırma sonucunda kullanım sıklığına göre eşya, billboard ve başka bir video oyunundan karakter kullanımı şeklinde gamevertising çalışmaları yapıldığı saptanmıştır.

References

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  • Kıral, B.(2020). Nitel Bir Nevi Analizi Yöntemi Olarak Doküman Analizi. Sosyal Bilimler Enstitüsü Dergisi, sayı 16, s. 170-189.
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  • Küster, I., Pardo, E., Suemanotham, T. (2010). Product Placement in Video Games as a Marketing Strategy: an Attempt to Analysis in Disney Company. Instituto Valenciano de Investigaciones Económicas, S.A., s. 3-33.
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  • Lindmark, P.(2011). A Content Analysis of Advertising in Popular Video Games (Yayınlanmamış Lisans Tezi). Cleveland Eyalet Üniversitesi, ABD.
  • Marfia, G., Amoros, A., Roccetti, M., Basile, G., Palazzi, C.(2011). Video Games at the Library: A Historical Perspective. 2011 Proceedings of 20th International Conference on Computer Communications and Networks (ICCCN). Doi: 10.1109/ICCCN.2011.6005757.
  • Marolf, G.(2007). Advergaming and In-Game Advertising: An Approach to the next Generation of Advertising. Riga: VDM Verlag Dr. Mueller e.K.
  • Mui, T.(2021). Alan Wake Remastered Ditches Energizer Batteries, Verizon Billboards, and Other Product Replacement (Çevrimiçi), https://www.thefpsreview.com/2021/09/12/alan-wake-remastered-ditches-energizer-batteries-verizon-billboards-and-other-product-replacement/, Erişim Tarihi: 09.01.2022.
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  • NBA 2K22 Current Teams (Çevrimiçi), https://www.2kratings.com/current-teams, Erişim Tarihi: 08.01.2022.
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  • Wijman, T.(2021). Global Games Market to Generate $175.8 Billion in 2021; Despite a Slight Decline, the Market Is on Track to Surpass $200 Billion in 2023 (Çevrimiçi). https://newzoo.com/insights/articles/global-games-market-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-on-track-to-surpass-200-billion-in-2023/, Erişim Tarihi: 04.01.2022.
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Year 2021, Volume: 8 Issue: 2, 287 - 323, 07.02.2022

Abstract

References

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  • Alcoverro, H.(2021). What Is Advergaming: Uses and Examples (Çevrimiçi), https://www.cyberclick.net/numericalblogen/what-is-advergaming-uses-and-examples, Erişim Tarihi: 09.01.2022.
  • Apperley, T.(2006). Genre and Game Studies: Toward a Critical Approach to Video Game Genres. Simulation & Gaming, sayı 37, no 1, s. 6-23.
  • Arjoranta, J.(2019). How to Define Games and Why We Need To. The Computer Games Journal¸ sayı 8, s. 109-120. Doi: https://doi.org/10.1007/s40869-019-00080-6
  • Arsenault, D.(2009). Video Game Genre, Evolution and Innovation. Eludamos, Journal for Computer Game Culture, sayı 3, no 2, s. 149-176.
  • Balencourt, A., Zafra, A., C.(2012) City Marketing: How to Promote a City? (Yayımlanmamış Yüksek Lisans Tezi). Umea School of Business, İsveç.
  • Baltacı, A.(2018). Nitel Araştırmalarda Örnekleme Yöntemleri ve Örnek Hacmi Sorunsalı Üzerine Kavramsal Bir İnceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, cilt 7, sayı 1, s. 231-274.
  • Bardzell, J., Bardzell, S., Pace, T.(2008). Player Engagement and In-Game Advertising. One to One Interactive, s. 1-13. Boddy, Z., Brown, M.(2021). Forza Horizon 5 Cars: Full Car List, DLC, Gifts and More (Çevrimiçi). https://www.windowscentral.com/forza-horizon-5-car-list, Erişim Tarihi: 08.01.2022.
  • Calin, G.(2010). Advergames: Characteristics, Limitations and Potential. Annals of Faculty of Economics, University of Oradea, Faculty of Economics, sayı 1, no 1, s. 726-730.
  • Chambers, J.(2005). The Sponsored Avatar: Examining the Present Reality and Future Possibilities of Advertising in Digital Games. Proceedings of DiGRA 2005 Conference:Changing Views – Worlds in Play, s. 1-.5.
  • Chester, J., Montgomery, K.(2007). Interactive Food & Beverage Marketing: Targeting Children and Youth in the Digital Age. Berkeley Media Studies Group Report, s. 1-97.
  • DFC Intelligence (2011). Analysis: Can Video Games Capture Big Bucks? (Çevrimiçi). http://www.dfcint.com/dossier/can-games-capture-big-ad-bucks/, Erişim TarihiÇ 04.01.2022.
  • Dimitri, W.(2005). A Brief Social History of Game Play. Digital Research Conference 2005, Changing Views: Worlds in Play, s. 1-23.
  • Emery, G.(2002). What’s in a Name: Product Placement in Games (Çevrimiçi), http://usatoday30.usatoday.com/tech/techreviews/games/2002/1/30/spotlight.htm, Erişim Tarihi: 04.01.2022.
  • Erdem, M., N., Çakın, Ö.(2018). Anlatısal Reklamda Negatif Marka Yerleştirme: Anti – Reklamoyunlar. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme, s. 27-37.
  • Esposito, N.(2005). A Short and Simple Definition of What a Videogame is. Digital Games Research Conference 2005 - Changing Views: Worlds in Play, s. 1-7.
  • Fifa 22 (2021) – Tüm Ligler ve Kulüpler (Çevrimiçi), https://www.ea.com/tr-tr/games/fifa/fifa-22/news/fifa-22-all-leagues-clubs-teams-list, Erişim Tarihi: 08.01.2022.
  • Fish, C.(2021). The History of Video Games. UK: Pen and Sword Yayıncılık.
  • Gamespot.com (2012), The Top Ten Video Game Genres (Çevrimiçi), https://gamefaqs.gamespot.com/top10/2422-the-top-10-video-game-genres, Erişim Tarihi: 02.01.2022.
  • Gaming in Turkey – Oyun ve Espor Ajansı (2021). Türkiye Oyun Sektörü 2020 Raporu. İstanbul.
  • Geekstra.com (2016). İşCep’ten, World of Warcraft Oynayanlara Sinema Bileti Hediye! (Çevrimiçi), https://geekstra.com/2016/etkinlik/is-cep-ile-sinema-bileti-kazanma-sansi/, Erişim Tarihi: 09.01.2022.
  • IAB (2010). Platform Status Report Game Advertising (Çevrimiçi). https://www.iab.com/wp-content/uploads/2015/09/IAB-Games-PSR-Update_0913.pdf, Erişim Tarihi: 02.01.2022.
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  • Kıral, B.(2020). Nitel Bir Nevi Analizi Yöntemi Olarak Doküman Analizi. Sosyal Bilimler Enstitüsü Dergisi, sayı 16, s. 170-189.
  • Kudler, A. (2018). Timeline: Video Games (Çevrimiçi), https://www.infoplease.com/spot/timeline-video-games, Erişim Tarihi: 15.12.2021.
  • Küster, I., Pardo, E., Suemanotham, T. (2010). Product Placement in Video Games as a Marketing Strategy: an Attempt to Analysis in Disney Company. Instituto Valenciano de Investigaciones Económicas, S.A., s. 3-33.
  • Lessard, J. (2015). Early Computer Game Genre Preferences (1980-1984). Proceedings of the 2015 DiGRA International Conference, sayı 12, s. 1-12.
  • Lindmark, P.(2011). A Content Analysis of Advertising in Popular Video Games (Yayınlanmamış Lisans Tezi). Cleveland Eyalet Üniversitesi, ABD.
  • Marfia, G., Amoros, A., Roccetti, M., Basile, G., Palazzi, C.(2011). Video Games at the Library: A Historical Perspective. 2011 Proceedings of 20th International Conference on Computer Communications and Networks (ICCCN). Doi: 10.1109/ICCCN.2011.6005757.
  • Marolf, G.(2007). Advergaming and In-Game Advertising: An Approach to the next Generation of Advertising. Riga: VDM Verlag Dr. Mueller e.K.
  • Mui, T.(2021). Alan Wake Remastered Ditches Energizer Batteries, Verizon Billboards, and Other Product Replacement (Çevrimiçi), https://www.thefpsreview.com/2021/09/12/alan-wake-remastered-ditches-energizer-batteries-verizon-billboards-and-other-product-replacement/, Erişim Tarihi: 09.01.2022.
  • Nallawalla, K.(2019). Product Placement in Video Games (Çevrimiçi). https://www.goodbadmarketing.com/keith/product-placement-in-video-games/, Erişim Tarihi: 09.01.2022.
  • NBA 2K22 Current Teams (Çevrimiçi), https://www.2kratings.com/current-teams, Erişim Tarihi: 08.01.2022.
  • Ng, S.(2012). A Brief History of Entertainment Technologies. Proceedings of the IEEE, sayı 100, s. 1386-1390. Doi: 10.1109/JPROC.2012.2189805.
  • O’Guinn, T., Allen, C., Semenik, R., J., Scheinbaum, A., C.(2014). Advertising and Integrated Brand Promotion (7. Basım). USA: Cencage Learning.
  • Preceden.com (2020), History of Video Game Consoles (1970-2020) (Çevrimiçi), https://www.preceden.com/timelines/191578-history-of-video-game-consoles, Erişim Tarihi: 15.12.2021.
  • Princeton Üniversitesi Arşivi History of Video Games (Çevrimiçi), http://www.princeton.edu/~achaney/tmve/wiki100k/docs/History_of_video_games.html, Erişim Tarihi: 10.12.2021.
  • Reddit (2021). Battlefield 2042 Subreddit (Çevrimiçi) https://www.reddit.com/r/Battlefield/comments/qt1lsr/nice_ad_you_got_there/, Erişim Tarihi: 09.01.2022.
  • Reddit (2021), Infamous 2 Subreddit (Çevrimiçi). https://www.reddit.com/r/infamous/comments/9lsfj3/so_i_found_a_subway_in_infamous_2_even_coles/, Erişim Tarihi: 09.01.2022.
  • Sawyer, L.(2020). GTA V: 10 Tiny Things You Never Knew (Çevrimiçi). https://www.thegamer.com/gta5-tiny-things-never-knew/4/, Erişim Tarihi: 09.01.2022.
  • Skalski, P., Campanella-Bracken, C., Buncher, M. (2011). Advertising: It’s in the Game. IGI Global, s. 437-455. Doi: 10.4018/978-1-60566-792-8.ch022.
  • Sonsino, M.(2021). Hamilton Release Far Cry 6 Limited Edition Field Khaki Titanium (Çevrimiçi), https://oracleoftime.com/hamilton-release-far-cry-6-limited-edition-field-khaki-titanium/, Erişim Tarihi: 09.01.2022.
  • The Game Awards, https://thegameawards.com/about. Erişim Tarihi:06.01.2022.
  • Vargas, A.(2014). Vans Makes Xbox One Debut In “Sunset Overdrive” (Çevrimiçi). https://www.ballerstatus.com/2014/10/09/vans-footwear-makes-xbox-sunset-overdrive/, Erişim Tarihi: 09.01.2022.
  • Warczyk.wordpress.com(2008), In Game Ads (Çevrimiçi), https://warczyk.wordpress.com/2008/10/09/in-game-ads/, Erişim Tarihi: 09.01.2022.
  • Watson, C.(2019). Product Placement in Video Games: The Art of Selling Without You Knowing (Çevrimiçi). https://freegametips.com/product-placement-in-video-games-the-art-of-selling-without-you-knowing/, Erişim Tarihi: 09.01.2022.
  • Wijman, T.(2021). Global Games Market to Generate $175.8 Billion in 2021; Despite a Slight Decline, the Market Is on Track to Surpass $200 Billion in 2023 (Çevrimiçi). https://newzoo.com/insights/articles/global-games-market-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-on-track-to-surpass-200-billion-in-2023/, Erişim Tarihi: 04.01.2022.
  • Wolf, M., J., P.(2007). The Video Game Explosion.ABD: Greenwood Yayınları.
  • Yenigün, S.(2012). Presidential Campaigns Rock The Gamer Vote (Çevrimiçi). https://www.npr.org/2012/10/01/162103528/presidential-campaigns-rock-the-gamer-vote, Erişim Tarihi: 09.01.2022.
There are 50 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Ekin Beran Eğüz

Publication Date February 7, 2022
Published in Issue Year 2021 Volume: 8 Issue: 2

Cite

APA Eğüz, E. B. (2022). Video Oyunları İçerisindeki Ürün Yerleştirmeler (Gamevertising) Üzerine Bir İçerik Analizi. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 8(2), 287-323.