Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The paper deals with a relatively new medium of advertisement, in-game advertising and its effectiveness towards brand recall. The paper first discusses the background and recent developments in the IGA industry. It then goes on to review prior literature on this subject. This literature review not only deals with two different types of in-game advertising, namely, a) integrated and b) peripheral but also deals with its results on both a) implicit and b) explicit brand recall. Following this review, the paper lays down the hypothesis, methodology and the results of the survey research undertaken. The results point to a developing IGA industry along with supporting the hypothesis that more active players are better able to recall brands. It then concludes that there is a significant level of scope for organizations to benefit from IGA, especially in sports and role-playing genre.



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