Rewarding In-Game Banner Ad Clicks with Tangible Incentives - Collaborative, Trusted and Privacy-Aware e/m-Services Access content directly
Conference Papers Year : 2013

Rewarding In-Game Banner Ad Clicks with Tangible Incentives

Ruey Komulainen
  • Function : Author
  • PersonId : 1001893
Waqar Nadeem
  • Function : Author
  • PersonId : 1001894
Saara Satokangas
  • Function : Author
  • PersonId : 1001895
Jari Salo
  • Function : Author
  • PersonId : 1001848


Mobile games in the past years have become a new, growing channel for advertisers to reach their customers. The wide spread use of mobile devices, such as smart phones, tablets and PDAs, facilitates the delivery of a variety of highly targeted interactive advertising messages including the use of mobile games as a media. As the phenomenon is new, the literature on mobile in-game advertising is very scarce. The objective of this research is to bridge this gap by studying the consumers’ general attitudes towards mobile in-game banner advertising (IGBA) as an advertising format and how effective is reward incentives affects the game players’ attitude towards banner advertisements and consequent actions in the mobile game context. A survey research was completed in October 2012, with 426 responses from Finland. The results show that tangible and flexible reward scheme with a link to location based rewards where mobile gamers can redeem physically by converting the points achieved from their game plays, are effective to positively affect their attitudes and intention to take actions.
Fichier principal
Vignette du fichier
978-3-642-37437-1_24_Chapter.pdf (291.51 Ko) Télécharger le fichier
Origin Files produced by the author(s)

Dates and versions

hal-01470565 , version 1 (17-02-2017)




Ruey Komulainen, Waqar Nadeem, Saara Satokangas, Jari Salo. Rewarding In-Game Banner Ad Clicks with Tangible Incentives. 12th Conference on e-Business, e-Services, and e-Society (I3E), Apr 2013, Athens, Greece. pp.286-297, ⟨10.1007/978-3-642-37437-1_24⟩. ⟨hal-01470565⟩
57 View
120 Download



Gmail Mastodon Facebook X LinkedIn More