4 – Player Engagement, In-Game Advertising, Neuromarketing and User Experience

Today, our advent calendar leads us to a highly interesting presentation from the innovative company otoinsights (a One to One Interactive company), who has Jeffrey and Shaowen Bardzell as academic advisers. In-game advertising is already a highly interesting subject by itself that will generate more interest in the coming years, but also thrilling is the research methodology of otoinsights, since they attempt to measure engagement with a research lab called Quantemo. Quantemo seems to collect all the “good stuff” for quantitative, psychophysiological research:

  • Real-Time Eye Tracking
  • Heart Rate
  • Respiratory Rate
  • Galvanic Skin Response
  • Facial Recognition
  • EEG Brain Activity (Electroencephalography)

The field of study that uses such measures to investigate marketing is called neuromarketing, according to otoinsights “a field of marketing that studies consumers’ sensorimotor, cognitive, and affective responses to marketing stimuli.” While I remain skeptic (as I did with EmSense) of the “quantemo physiological index = heart rate + respiratory rate + galvanic skin response” and the “quantemo algorithm, which dynamically weights each measure according to the particular situation,” I do appreciate a company that embraces this field of study with such fascination. The study presented here is very compelling and the use of eye tracking is even more exciting (the only downside being that participants only watched game clips and did not play the actual games; the SVEETER eye tracking tool might actually hold the solution for such real-time game interaction while recording eye tracking data). So without further ado, please have a look at the presentation.




More links to the study and other presentations from otoinsights:

Two Bonus videos

Meta Game Advertisement: World of Warcraft and Toyota


“If It Feels Good Do It” : Using Neuromarketing to Go Beyond Click-Through: the Emerging Understanding of the Links Between Biometric Measures and Consumer Response to Media
Google Tech Talk by André Marquis of Innerscope Research

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