Oyun Temelli Reklam: Uludağ Limonata ve Lipton Ice Tea Örneği

Yıl 2022, , 77 - 95, 31.01.2022

Sinem Eyice Basev

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

Öz

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.

Anahtar Kelimeler

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

Game-Based Advertisement: Uludag Lemonade and Lipton Ice Tea Example

Öz

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.

Anahtar Kelimeler

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

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