Engagement and Brand Recall in Software Developers: An Eye-Tracking Study on Advergames

Advergames represent a novel product placement strategy that surpasses traditional advertising methods by fostering interaction between brands and their target audiences. This study investigates the unique engagement opportunities provided by video games, focusing mainly on the ‘flow experience’, an intensified state of immersion frequently encountered by players of computer games. Such immersive experiences have the potential to significantly influence a player’s perception, offering a new avenue for advertisements to impact and engage audiences effectively. The primary objective of this research was to examine the influence of advergames on players who are deeply immersed in the gaming experience, with a specific focus on the subsequent effects on brand recognition over time. The study involved 44 software developers, who were evenly divided into two groups for the experiment. Both groups were exposed to an identical gaming environment with the task of locating a designated product within the game. However, one group interacted with an enhanced version of the game, which included additional stimuli—such as dynamic music, an engaging narrative, time constraints, a competitive leaderboard, and immersive voice acting—to intensify the gaming experience. The experiment strategically placed various products within the game, and their detectability was assessed using eye-tracking technology. Following gameplay, participants completed questionnaires that measured their experience with flow state and brand recall. The data were analyzed using the Mann–Whitney U test and correlation analysis to facilitate comparisons. The findings indicated that the product associated with the primary task achieved the highest recall rate between both groups. Furthermore, eye-tracking technology identified the areas in the game that attracted the most attention, revealing a preference for mid- and high-level placements over lower-level ones.