Chapter 03: Multiple Choice
Commercialism is as prevalent in video games as it is in most entertainment media.
Advergames, like television’s infomercials or newspapers’ and magazines’
advertorials, are video games created for purely promotional purposes. The first
notable advergame debuted in 1992, when Chester Cheetah, the official mascot for
Cheetos snacks, starred in two video games for the Sega Genesis and Super Nintendo
systems. In-game advertisements are more subtle; ads are integrated into the game as
billboards, logos, or storefronts (e.g., a Farmers Insurance airship floating by in
FarmVille, or Dove soap spas appearing in The Sims Social), or advertised products
appear as components of the game (e.g., Mercedes Benz automobiles in Mario Kart 8
Deluxe). (www.theesa.com)
3. What is a dynamic ad? How is it used in gaming?
Some in-game advertisements are static, which means the ads are permanently placed
in the game. Other in-game ads are dynamic, which means the ads are digitally
networked and can be altered remotely, so agencies can tailor them according to
release time, geographical location, or user preferences. A movie ad, for example,
can have multiple configurations to reflect the movie’s release date and screening
markets. Advertisers can also record data on users who come in contact with a
dynamic ad, such as how long they look at it, from what angle, and how often, and
can thus determine how to alter their ad campaigns in the future. The Xbox Kinect
has taken dynamic advertising one step further, enabling players to engage with the
in-game ads using motion and voice control to learn more about a product.
4. Why are multiplayer online games more likely to induce obsessive play and even gaming
addiction?
Gender is a factor in game addiction: A 2013 study found that males are much more
susceptible to game addiction. This makes sense, given that the most popular
games—action and shooter games—are heavily geared toward males. (Rehbein and
Baier, “Family-, Media-, and School-Related Factors of Video Game Addiction: A 5-
Year Longitudinal Study,” Journal of Media Psychology: Theories, Methods, and
Application 25, no. 3 (2013): 118–128) These findings are also not entirely
surprising, given that many electronic games are addictive not by accident but by
design. Just as habit formation is a primary goal of virtually every commercial form
of electronic media, from newspapers to television to radio, cultivating