Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

  • Enrique Bigné
  • Inés Küster
  • Asunción Hernández
  • Torpong Suemanotham
  • Natalia Vila


What is the best marketing strategy in video games? The literature is not unanimous in upholding the best strategy. Researchers investigating advertising effectiveness disagree on the value of product placement in video games and the methods firms should use with product placement strategies. The state of the question now must figure out the dichotomy between two perspectives: to identify the differences in the effectiveness of product placement in video games when using “traditional placement approaches” compared to the “branded entertainment approach”. The “traditional approach” to product placement in video games involves the product appearing as a visual object that is passive, used by characters and players or mentioned in the audio, which functions as an advertisement for the product (Shrum, 2004). The “branded entertainment approach” to product placement in video games involves integrating a proprietary character into the theme or plot, with the branded product anthropomorphised (Winkler and Buckner, 2006). “Branded entertainment” differs from the “traditional approach” because the plot of the entertainment is fully focused on the branded product.


Video Game Game Play Brand Equity Branded Product Market Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Enrique Bigné
    • 1
  • Inés Küster
    • 1
  • Asunción Hernández
    • 1
  • Torpong Suemanotham
    • 1
  • Natalia Vila
    • 1
  1. 1.University of ValenciaSpain

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