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MITX | One to One Interactive Engagement Series: "Player Engagement & In-Game Advertising"

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On March 2th, 2008 One to One Interactive and MITX bowed the first presentation in its new Engagement Series.  Jeremi Karnell, President of One to One Interactive and Tyler Pace, Research Assistant Indiana University School of Informatics presented initial findings from their research titled "Player Engagement & In-Game Advertising".  Hosted by UK Trade & Investment at the British Consulate in Cambridge, MA. the presentation is an early insight to what will be a formal report that will be published in Q2 2008. 

Key  Findings:

• High impact ads may be located at both frequent and terminal game play points such as finish lines, save screens, menus, etc.
• If you know your brand is not familiar to the player base of the game/genre, highly visible placement will improve recognition and association.
• If your brand is familiar to the player base for the game/genre, placement is less important to success.
• Primary research to quantify player physiological engagement with specific game titles may help in media buying selection process and ensure higher brand recognition/recall.

OTOinsight's Serious Games for Marketing Presentation: Corporate vs. Amature Builds

OTOinsight's t=zero research division bowed its initial set of findings focused on Serious Game Marketing by comparing corporate vs. amature virtual world builds at the MITX Digital Marketing Conference (hosted by UK Trade & Investment at the British Consulate in Cambridge, MA.).  This is an early insight to what will be the inaugural report that t=zero will publish in Q1 2008.   

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[NOTE: If your company is interested in participating in one of the limited sponsorship positions available of the above scheduled research, please contact sales@onetooneinteractive.com.]

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"Serious games" refers to the use of games and game technologies for non-entertainment purposes. Traditionally, the education, health, and military sectors were the primary actors in this domain. But in the past few years, marketing has arisen as a major subdomain of this area.  This presentation compares player engagement in some of Second Life's most successful user-generated areas compared with some of the more ambitious corporate-sponsored efforts in Second Life.

Download a PDF of the Presentation by click on the image below:

OTOinsight's t=Zero group to lead Game Expereince Research Workshop at CHI 2008 in Florence, Italy

Yesterday, OTOinsight's t=Zero was informed that it's  paper titled "Making Player Engagement Visible: A Multimodal Strategy for Game Experience Research" was accepted for presentation at the 2008 CHI Conference in Florence, Italy (April 5th-10th).

The workshop that t=Zero will lead will focus on  the relationships among neurological, physiological and cognitive assessments of engagement in ongoing and short duration gaming experiences. It is a centerpiece of an iterative strategy toward understanding and modeling relationships among different engagement measures. The research will lead to design proposals for model-based assessments of engagement calibrated to individuals’ responses. 

You may download and read our entire research proposal here: Making Player Engagement Visible: A Multimodal Strategy for Game Experience Research