Your browser doesn't support javascript.
Building Positively Affective Location-Based Advertising: A Study of Pokémon GO Players
Conference on Human Factors in Computing Systems - Proceedings ; 2023.
Article in English | Scopus | ID: covidwho-20235084
ABSTRACT
With the expanding popularity of Location-Based Games and the rise of advertising therein, there exists a need to comprehend the impact of Location-Based Game Advertising (LGA). This paper seeks to identify what makes positively affective LGA, leveraging Pokémon GO as a probe. Researchers conducted twenty-seven (n=27) semi-structured interviews with Pokémon GO players to reveal lived experiences regarding LGA. Our findings highlight the following direct implications for LGA (1) LGA act as a digital billboard, conveying qualitative alongside locative information, and (2) well-received LGA enhances the player's agency. We additionally identify findings that have auxiliary implications to LGA (3) positive memorability occurs when points of interest match physical reality, and (4) ludic engagement is a mediating factor in the memorability of locations. This research demonstrates that LGA in Location-Based Games is surprisingly well-received. However, developers must provide extra consideration to the player's agency for such techniques to be effective. © 2023 ACM.
Keywords

Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Qualitative research Language: English Journal: Conference on Human Factors in Computing Systems - Proceedings Year: 2023 Document Type: Article

Similar

MEDLINE

...
LILACS

LIS


Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Qualitative research Language: English Journal: Conference on Human Factors in Computing Systems - Proceedings Year: 2023 Document Type: Article