Еffectiveness of Integrating Brand Identifiers into Video Games to Attract Younger Audiences

This study examines the effectiveness of integrating brands into video games to attract younger audiences. Over the past five years, the video gaming industry has experienced unprecedented growth with publishers and developers improving their technologies each year making gaming audience grow bigger. Yesterday’s children who grew up on computer games have become today’s financially solvent audience, and targeting this particular segment becomes a difficult challenge for the brands. This study not only examines the difficulties of communication with younger audiences but also offers insight into the effectiveness of using such a complex advertising format as video games. The study method is an experiment involving in-depth interview with target audience members. The results obtained will be analyzed by condensation of meanings technique. The study findings will be presented in the form of recommendations to the brands which will help understand the factors influencing effective communication.