Analysis of brand recall in FIFA video games

With the popularity of football as a sport and FIFA as a game around the world, gamers are exposed to the advertisements that appear as part of the game. While past researches have explored different factors that may influence brand recall in video gamers, there has been a lack of focus on dynamically-paced sports games like FIFA, especially in Singapore, where football is a popular sport. The purpose of this study is to determine the effectiveness of marketing efforts on gamers with varying experiences and characteristics, so as to identify more effective methods for FIFA game sponsors to categorise their marketing targets. In this study, 52 participants aged 18 to 30 were recruited to play the FIFA game on the Play Station 3 console. The participants were then asked to fill in a survey to test for their brand recall and recognition levels, as well as game proficiency and involvement levels. The results showed that gender differences, game proficiency, as well as experience in FIFA games and watching football did not significantly impact brand recall level. However, participants with higher interest levels in video games attained higher scores, and had lower levels of unaided recall. These thus suggest that FIFA game brand sponsors may achieve better marketing results if they were to categorise their target gamers according to psychographic factors, such as involvement level in video games.Bachelor of Science (Sport Science and Management