Customizing the Win: Demonstrating a Positive Way to Consumer Brand Attitude

Abstract

Abstract In-game advertising (IGA) is a unique opportunity for advertisers to creatively interact with engaged consumers. As there continues to be tremendous growth in the gaming industry, research aimed at the nuances of gameplay on brand outcomes is needed to provide insight into effective IGA strategies. The current research contends that inducing players with a sense of autonomy through integrating customization features and enhancement of self-efficacy through successful game performance will contribute to players’ positive evaluations toward the game and advertised brand. A single-factor (customization versus noncustomization) experimental design, where participants played a car-racing game, was used to observe the effects of customization, game performance and self-efficacy on outcome variables. Avenues for future research on IGA are offered.