In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a ...
In current literature, grief play in Massively Multi-player Online Role-Playing Games (MMORPGs) refers to play styles where a player intentionally disrupts the gaming experience of other players. In our study, we have discovered that player experiences ...
Gameplay in single-player shooter games primarily consists of combat with Non-player Characters (NPCs). However, there has been little research done to study how enemy NPCs affect player behavior in shooter games. As a consequence, there is no formal ...
Association for Computing Machinery
New York, NY, United States
Check if you have access through your login credentials or your institution to get full access on this article.
Sign in