Analysing cross-cultural design in advergames: a comparison between the UK and Brazil

Wanick, Vanissa and Dunn, Rima and Ranchhod, Ashok and Wills, Gary (2019) Analysing cross-cultural design in advergames: a comparison between the UK and Brazil. EAI Endorsed Transactions on Game-Based Learning, 5 (17). e1. ISSN 2034-8800

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This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, composed of game design elements, brand perspectives and cultural characteristics. Utilising the CAKE framework, 40 mobile advergames from Brazil and the UK were studied through a content analysis, followed by an interview of 22 game players from both countries. Our findings illustrate a cultural difference in the attitudes towards advergames and preferences regarding familiar and popular elements inside the advergame. It is felt that the CAKE framework may prove itself suitable for the development of cross-cultural design in advergaming and future research in the area. Implications for advertisers, designers and developers are discussed.

Item Type: Article
Uncontrolled Keywords: games, advergames, marketing games
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
QA75 Electronic computers. Computer science
T Technology > T Technology (General)
Depositing User: EAI Editor IV
Date Deposited: 09 Jul 2021 08:33
Last Modified: 09 Jul 2021 08:33

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