Product placement in video games as a marketing strategy: an attempt to analysis in Disney company

Resumen

This qualitative case study research examined product placement strategies in video games to identify the differences in the effectiveness of traditional placement approaches compared to the branded entertainment approach, which involves the use of proprietary character in a video game. Although video gaming has increased in popularity in the past decade and uses product placement strategies, the effectiveness of the different strategies has not been previously examined. The research used a case study methodology examining the use of product placement strategies at Walt Disney with primary data obtained from interviews with Disney staffs from Disney Interactive Marketing Group and a focus group of consumers of Disney video game products. The results of the study indicated that the branded entertainment approach to product placement enhanced existing awareness of the branded character and the parent Disney brand. In addition, the consumers of the video game product perceived the branded entertainment approach as less intrusive than a traditional product placement in which a branded product was inserted into the video, audio or action content of the video game. The consumers also perceived the branded entertainment approach more suitable than traditional product placement for video games aimed at children.