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A questionnaire about online game.
unenglish
Member Posts: 10
Hello guys, Thank you again for your help from last time, I have summarised the answers, from players and a few very famous game companies and experts. some very interesting comments. if any of you would like to see the summary and help me fill in the round two questionnaire, i will be really grateful!
It is a bit complicate to post it here.
email me at steven.wu.mscm.03@Cranfield.ac.uk to get the questionnaire and summary.
below is the round 1 questionnaire i posted few weeks back
A questionnaire about advergaming
Advergaming is basically companies (game companies and non-game companies) advertise in an online game for their product/brand etc. So if you see a Coca Cola logo or drink in WOW (not likely . 
), that is advergaming.
I hope posting a questionnaire is allowed under the regulation of the forum.
I am doing a research on this for my master degree, about how to use online games as a marketing promotional tool. I have gathered some game companies' and industry experts, However I still need some players' feedback. If you guys can help me out it would be great. It does look a bit lengthy, but please just try to write as much or little as you like. many many thanks! 
The questionnaire:
Section 1
Age:
Gender
Occupation:
Nationality:
1. Roughly how many online games (Graphic based only) have you played so far in the last 5 years? What are they?
2. How many hours do you play per week?
3. Why do you play online game?
Section 1
Please write however much or little you wish on each of the following broad questions. We are interested in your views on the topic whatever they may be, so please do not feel over-constrained by the exact questions.
1. Have you seen or heard of any type of product placement appearing in on-line games? (BMW promoting their cars in 007 movies is a type of product placement, any media like TV, Movies, or in this case online games can all be used for product placement) If yes, please answer the following, if not, go on to question 2:
a) Please state which non-game company and in which game.
b) Did you find this product placement acceptable? Why?
c) Has it influenced your awareness of the product/brand? Why?
d) Has it influenced how you feel about the product/brand? Why?
e) Do you think you are more or less likely to purchase the product/brand because of this product placement?
Why?
f) Do you think you are more or less likely to recommend the product/brand to others because of this product
placement? Why?
2. Have you seen or heard of any other methods non-game companies are using to promote their product or brand using online games other than product placement (for example, sponsoring the game)? If yes, please specify. Comment similarly to question 1 as whether you find it acceptable and whether you think it affects your perception and buying intention.
3. Whether or not you have seen companies promoting products using online games:
a) Do you find this notion acceptable and what does the advertiser do to make it acceptable?
b) Do you think it could influence your brand perception and buying intention? If so what does the
advertiser have to do to achieve this?
4. What do you think are the advantages and disadvantages for a non-game company to promote their products
or brand using online games?
5. Do you have any other suggestions as to how a non-game company can successfully promote its product/brand using online games?
Please put any additional comments below:
The end. Thank you!!
Comments
b) Did you find this product placement acceptable? Why?
NO!
e) Do you think you are more or less likely to purchase the product/brand because of this product placement?
MUCH LESS AND I WOULD RETURN THE GAME TO THE PLACE OF PURCHASE FOR AN IMMEDIATE REFUND!
f) Do you think you are more or less likely to recommend the product/brand to others because of this product
I'LL RECCOMMEND THAT THEY NOT BUY THE GAME! NO GAME, NO ADS!
2. Have you seen or heard of any other methods non-game companies are using to promote their product or brand using online games other than product placement (for example, sponsoring the game)? If yes, please specify. Comment similarly to question 1 as whether you find it acceptable and whether you think it affects your perception and buying intention.
DON'T DO IT!
3. Whether or not you have seen companies promoting products using online games:
a) Do you find this notion acceptable and what does the advertiser do to make it acceptable?
NOTHING THEY DO CAN MAKE IT ACCEPTABLE!
b) Do you think it could influence your brand perception and buying intention? If so what does the
advertiser have to do to achieve this?
CAN'T ADVERTISE IN A GAME THAT ISN'T PURCHASED!
4. What do you think are the advantages and disadvantages for a non-game company to promote their productsor brand using online games?
THE GAME DEVELOPER AND THE GAME PUBLISHER WILL LOSE BUSINESS WHEN NO ONE BUYS THEIR GAMES!
5. Do you have any other suggestions as to how a non-game company can successfully promote its product/brand using online games?
YEAH! DON'T FUCKIN' DO IT!
Please put any additional comments below:
---------
Wu Name? Misunderstood Menace
"It does me no injury for my neighbor to say there are twenty gods or no god. It neither picks my pocket nor breaks my leg."
Thomas Jefferson
My Answers:
I. 18
Female
Student
Caucasian (American)
1. 3
a. Ultima Online (Veteran)
b. Asheron's Call
c. Atleast one more, but I can't remember the name...
2. 6-15 hours
3. The Vast Roleplaying Possibilities
II.
1. No, I was unaware of this happening at all.
2. After EA bought Ultima Online the entire game went under, but I can't think of any thing.
3. a. I have a problem with this if I buy a game and pay for their services monthly I expect absolutely no ads or product placements.
b. No matter the product I would definitely thing twice about buying a product that incorporates this kind of advertising.
4. I think that by advertising on a game they are hurting their company rather than help sell the product.
5. My suggestion steer clear of that kind of nonsense completely.
In short, I've played all the major games, and alot of the not so major ones, in both the North American, and Asian markets. Most of these games are fantasy based, so product placement would be totally out of place in these games, for something like Star Wars, it would be out of place, because it's not a reality based world. If there were a game based on Earth, realistic, or otherwise, then I could see there being ads for real products, like the scene in Bladerunner with the Coke ad as the police car flies by.
However, I would not be in any way more likely to buy a product because it was in a game, or a movie, or advertised on tv, or in a magazine. I already know what I like. I know Mt Dew exists, and where to get it, but I don't care for it, so no amount of marketing is going to change that. So I'd have to say no, it's irritating enough that they put ads in damned dvds, and having to sit through an ad to get to an article I want to read(Hi 2 you, Gamespy). The last thing I want is to be forced to sit through a Valtrex ad while EQ loads.
For the record
I am male, 30, American, and I spend too much of my free time playing, although lately I've taken a sabbatical from MMOs
-------
They panic, so... just hold them down
I could live like this
I'm closing in; hate all around
I could be like this
Hearing them; them in my head
How can they be so sweet... sweet?
Thanks guys, thats some fast responses.
To grunty, love your strong opinions, I will have further feed back from some game companies and experts, so you will get too see how they react to your strong belief against this. btw. promoting using online game doesn't necessary means advertising in the game, it can be on the game's website, or in games like the Sims online, where everything in real life can be related, seeing a KFC (or a restaurant of your favorite) in that game won't not be too intruding, right?
To Kielia, thanks for the response, one thing in your answer that caught my concern, you mention that ads will ruin the game, but consider that if the game company get more sponser out of these other companies who try to promote the product, they will have more money to invest in developing the game, every coin have two sides, so what do you think the positive side will be?
to Coldmeat, you are absolutely right, most online games are fantasy based or futuristic, so it will be dumb to put a ad/product from real life to ruin the game. The as I mention, games like the Sims online, or the new online game City of Heros, I haven't personally played these two games but I guess putting a companies product, brand inside these type of game may not be unfeasible.
again advertising can be on type of promotion method in online game, sponsorship, or product placement seemlessly, like naturely seeing a taxi driving by in a game that have a company's logo on it won't be to hash i guess?
I will put up more comments once I sort them out. Thank you for your answer again. very insightful!
--------------------------------------------
33.333333333333336% of me is a huge nerd! How about you?
--------------------------------------------
Section 1
Age: 18
Gender Male
Occupation: Student/Tech (I package and make drugs for sickly people)
Nationality: Polish/Irish/English/Deutch/Ukrainian/German
American
1. Roughly how many online games (Graphic based only) have you played so far in the last 5 years? What are they? Uhm probably about 8... Asheron's Call 2, DAoC, EQ, Return to Castle Wolfenstein: Enemy Territory, Shadowbane, D2, L2, Knight Online, RYL, and a few others. I only majorly played DAoC, Return to Castle Wolfenstein: Enemy Territory , SB, and D2. (off the top of my head. I just woke up)
2. How many hours do you play per week? Currently I don't play too much. Maybe 6 hours a week. I'm working 40 hours a week, and I don't have an MMoRPG. I'm playing only RTCW:ET
3. Why do you play online game? For fun. When I'm not out w/ friends or working. Sleep is overrated!
Section 1
Please write however much or little you wish on each of the following broad questions. We are interested in your views on the topic whatever they may be, so please do not feel over-constrained by the exact questions.
1. Have you seen or heard of any type of product placement appearing in on-line games? (BMW promoting their cars in 007 movies is a type of product placement, any media like TV, Movies, or in this case online games can all be used for product placement) If yes, please answer the following, if not, go on to question 2:
a) Please state which non-game company and in which game. n/a for all of these. At elats at the moment.
b) Did you find this product placement acceptable? Why?
c) Has it influenced your awareness of the product/brand? Why?
d) Has it influenced how you feel about the product/brand? Why?
e) Do you think you are more or less likely to purchase the product/brand because of this product placement?
Why?
f) Do you think you are more or less likely to recommend the product/brand to others because of this product
placement? Why?
2. Have you seen or heard of any other methods non-game companies are using to promote their product or brand using online games other than product placement (for example, sponsoring the game)? If yes, please specify. Comment similarly to question 1 as whether you find it acceptable and whether you think it affects your perception and buying intention.
I can only think of gamespy using adds on their download screen, but that's not a huge deal.
3. Whether or not you have seen companies promoting products using online games:
a) Do you find this notion acceptable and what does the advertiser do to make it acceptable?
Well if the game producer is using the adds for good then yes I find it ok. It's perfectly legal for them too do so. Commercials are everywhere. It seems smart to take in adds if they culd do so and lower the cost to the consumer. Imagine getting lets say 5 millions from Pepsi to place small things in game (hopefully not a fnatasy genre), but manufactorer lowers the initial cost of the game and the monthly cost. It would attract more users, and they would most likely make even more money than w/o adds and higher costs.
b) Do you think it could influence your brand perception and buying intention? If so what does the
advertiser have to do to achieve this?
I do not think adds in game would effect me much if at all. I buy what I like. An add may remind me of something I like and forgot, or maybe a new brand of a product. For example, I pretty much only like cola pops. Pepsi is my favorite of them all, but I might try a new brand jsut to see if I like it better. As for the the forgotten product thing I was tlaking about, think of somehting like hot fries. Those cheetoh like junk food made by caps? Those things are the greatest, but I rarely see the anywhere but the local corner store. I might be influenced to buy a box.
4. What do you think are the advantages and disadvantages for a non-game company to promote their products
or brand using online games?
Like I said, I think that if the company could have some adds and use that to decrease cost to the consumer, that could be a phenominal ideas to promote te game. A cheaper price for initial cost and monthly cost would attract more people. Some would leave because of the idea of adds, but others would see this as a huge advantage bcause it was saving them money.
5. Do you have any other suggestions as to how a non-game company can successfully promote its product/brand using online games?
Well most games are out of the question. I can't seem them inplementing pepsi adds into a fantasy game like DAoC or EQ. However say you have a current time based game, or a futuristic game. I can see billboards being on buildings in CoH with a pepsi bottle and logo on the sign.
Please put any additional comments below:
If they used the adds for the idea I had about lowering consumer cost then I would aprreciate the adds. Inputting them where they don't fit would be rediculous. If I'm swinging a giant sword and wearing plate mail armor, I shouldn;'t be wanting to make 7up mine.
"Make 7up yours!"
I hope I didn't sound like an idiot in that rambling.
The questionnaire:
Section 1
Age:39
Gender M
Occupation: Technical Support
Nationality: USA
1. Roughly how many online games (Graphic based only) have you played so far in the last 5 years? What are they?
:5
2. How many hours do you play per week?
:20
3. Why do you play online game?
:mostly distraction and a chance to get out of my own skin
Section 1
Please write however much or little you wish on each of the following broad questions. We are interested in your views on the topic whatever they may be, so please do not feel over-constrained by the exact questions.
1. Have you seen or heard of any type of product placement appearing in on-line games? (BMW promoting their cars in 007 movies is a type of product placement, any media like TV, Movies, or in this case online games can all be used for product placement) If yes, please answer the following, if not, go on to question 2:
a) Please state which non-game company and in which game.
:I have seen referance to several like Coke and Dr Pepper but cant remember the games
b) Did you find this product placement acceptable? Why?
It does not bother me to have them in there as I know that the monies had to come from somewhere to make the games
c) Has it influenced your awareness of the product/brand? Why?
not really as when I am in a game I am roleplaying and mostly enjoying the atmosphere more that the scenery
d) Has it influenced how you feel about the product/brand? Why?
no
e) Do you think you are more or less likely to purchase the product/brand because of this product placement?
not really
Why?
I tend ot overlook them
f) Do you think you are more or less likely to recommend the product/brand to others because of this product
placement?
refer to prevous question
Why?
2. Have you seen or heard of any other methods non-game companies are using to promote their product or brand using online games other than product placement (for example, sponsoring the game)? If yes, please specify. Comment similarly to question 1 as whether you find it acceptable and whether you think it affects your perception and buying intention.
3. Whether or not you have seen companies promoting products using online games:
a) Do you find this notion acceptable and what does the advertiser do to make it acceptable?
b) Do you think it could influence your brand perception and buying intention? If so what does the
advertiser have to do to achieve this?
4. What do you think are the advantages and disadvantages for a non-game company to promote their products
or brand using online games?
5. Do you have any other suggestions as to how a non-game company can successfully promote its product/brand using online games?
I would say to have contests and prizes for ingame items or a trial of the game they are sponsoring attached to the item
Please put any additional comments below:
The end. Thank you!!
Bildgerat LiL'Pirate
Bildgerat LiL'Pirate
You should put this up on a homepage somewere and make a form of it, I am sure someone here could help you with that. I do not think you will get all that many answers this way. These things tend to pop up now and then on different forums, (last one I did was about halflife modding/mapping), I always try to help out if it is easy enough to do. Also for you to gather and put together the data aquired would be much better and make things a lot easier for you if you do a webbased fillout form.
Might be a good idea..
Yours
Umbrood
------------------------------------------------------------------------------------------
Originally posted by Jerek_
I wonder if you honestly even believe what you type, or if you live in a made up world of facts.
------------------------------------------------------------------------------------------
Age: 18
Gender Male
Occupation: Student/Law Enforcement Reserve
Nationality:White Man (Caucasion)
1. Roughly how many online games (Graphic based only) have you played so far in the last 5 years? What are they?
EverQuest
2. How many hours do you play per week?
15-30
3. Why do you play online game?
New Content for myself, to entertain myself, and to meat new people
Section 1
Please write however much or little you wish on each of the following broad questions. We are interested in your views on the topic whatever they may be, so please do not feel over-constrained by the exact questions.
1. Have you seen or heard of any type of product placement appearing in on-line games? (BMW promoting their cars in 007 movies is a type of product placement, any media like TV, Movies, or in this case online games can all be used for product placement) If yes, please answer the following, if not, go on to question 2:
a) Please state which non-game company and in which game.
N/A
b) Did you find this product placement acceptable? Why?
N/A
c) Has it influenced your awareness of the product/brand? Why?
N/A
d) Has it influenced how you feel about the product/brand? Why?
N/A
e) Do you think you are more or less likely to purchase the product/brand because of this product placement?
Why?
N/A
f) Do you think you are more or less likely to recommend the product/brand to others because of this product
placement? Why?
N/A
2. Have you seen or heard of any other methods non-game companies are using to promote their product or brand using online games other than product placement (for example, sponsoring the game)? If yes, please specify. Comment similarly to question 1 as whether you find it acceptable and whether you think it affects your perception and buying intention.
No
3. Whether or not you have seen companies promoting products using online games:
a) Do you find this notion acceptable and what does the advertiser do to make it acceptable?
advertising in online games should not happen. we are already paying for it, and there is no need to get money from other people by advertising.
b) Do you think it could influence your brand perception and buying intention? If so what does the
advertiser have to do to achieve this?
it would greatly influence me. it would influence me to not buy that particular brand.
4. What do you think are the advantages and disadvantages for a non-game company to promote their products
or brand using online games?
personaly, i think it is a great disadvantage. if i see an advertisement in a game, im turned off to that, it just looks tacky that a company has to resort to that.
5. Do you have any other suggestions as to how a non-game company can successfully promote its product/brand using online games?
absolutly not. advertising non-game products should not happen. like i saud, it is tacky, and we're already paying for the service. if something is free, like a trial version of a program, i think that it has every right to include advertisements, because it is free. after you buy the product, it contains no advertisements.
Please put any additional comments below:
advertisements in games are nothing more than adware in sheeps clothing.
the only kind of advertisement that should be alowed should be this: Im wondering through playing resedint evil, and i see an advertisement for the umbrella corperation on the wall. this is ok, because it has to do with the plot of the game.
The end. Thank you!!
MUAHAHAHAHAHA
MUAHAHAHAHAHA
Bildgerat, haha, thanks, you didn't anwser anything after question 1, which is somehow logical... i need to be careful with my phraze...
umbrood, I am aware of that, sorry the questionnaire is not very user friendly, I hope to improve it in the next one. At the moment I will have to start analysing the results and give feedbacks.
Pem2069. I initially thought you are strongly opposed to advertising in game, however, from your additional comments, I think that you will find it acceptable as long as it fits.
bsherlock, very detailed answered indeed, the drink example you have mentioned is really good, and the concept of delivering realism maybe an important aspect that advertiser should concern. You have also pointed out the fact that the art of designing the ad in game is as important as it is in real life. Crap ads won't go anywhere no matter is in game or in rl. About COH, I might be able to dig out more stuff if i actually go play it.
but the fake ads on the bill boards in game are sure an area to be developed. Would be intesting to see what NCsoft is gonna say about this.
I will be roughly finishing my summary of answers tonight. tomorrow I am off to london for a weekend. I will like to thank you all for your help. and althought the summary will be completed tonight, feel free to add more comments under this thread, Great ideas never come too late. If you think you have strong opinions at some particular aspect, please share with us.
Thank you!
Hello guys, Thank you again for your help from last time, I have summarised the answers, from players and a few very famous game companies and experts. some very interesting comments. if any of you would like to see the summary and help me fill in the round two questionnaire, i will be really grateful!
It is a bit complicate to post it here.
email me at steven.wu.mscm.03@Cranfield.ac.uk to get the questionnaire and summary.