A study on 2D advertisementsin mobile versus VR experiences

• Main Authors: Beverskog, Simon, Larsson, Fredrik
• Format: Others
• Language: English
• Published: Uppsala universitet, Institutionen för informationsteknologi 2020
• Subjects: Virtual reality gaming; Mobile gaming; Virtual reality game advertising; Mobile game advertising; Virtual reality versus mobile advertising; advertising effectiveness virtual reality; advertising effectiveness mobile games; advertising user experience virtual reality and mobile; advertising user attitudes virtual reality and mobile; interview study; survey study; virtual reality game development; mobile game development; Other Engineering and Technologies not elsewhere specified; Övrig annan teknik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-424348

Virtual reality tech is new, exciting and full of opportunities.Despite this the gaming section of virtual reality does not grow asfast as it was predicted it would be. Headsets and games areexpensive and perhaps a market model similar to the mobile gamingmarket would do the new tech good. A model that is heavily reliant onadvertisements and low prices.The purpose of this thesis is to show that virtual reality games areas viable an advertising target as mobile games that are a popularadvertisement medium. The study uses 2D billboard advertisements asthey are a non-intrusive advertisement format that can be implementedin a similar fashion on a mobile game and VR game.For this study two games were developed, one that runs on a OculusQuest VR headset and one for mobile Android devices. The games are asclose to each other as possible in terms of objective and settingwith the same advertisements implemented in them, each game featurestwo levels, one level contains advertisements and one does not.Surveys are used to find data regarding how the advertisementsaffected the game experience on both platforms. Interviews were thenconducted to find more qualitative information and to explain theresults as well as to find out what makes an advertisement good ortolerable.