연구/산학
PKNU Research 1000
| Daehwan Kim | Findings on the Effectiveness of eSports Advertising | |||
| 작성자 | 대외홍보센터 | 작성일 | 2025-03-17 |
| 조회수 | 236 | ||
| Daehwan Kim | Findings on the Effectiveness of eSports Advertising | |||||
 |
대외홍보센터 |  |
2025-03-17 |  |
236 |
Effect of in-game situations and advertisement animation in eSports on visual attention, memory, brand attitude and behavioral intentions
The research team led by Professor Daehwan Kim in the Department of Marine Sports has published significant findings on the effectiveness of advertising in eSports, garnering attention from both academia and industry. The research team analyzed the impact of in-game situations and advertisement animation on visual attention, memory, brand attitude, and behavioral intention in their latest study, providing empirical validation for advertising strategies in eSports.
This study aimed to examine how different advertising exposure methods during eSports matches influence audience visual attention and memory formation which sequentially affect brand attitudes and behavioral intentions. The research team conducted experiments in which participants watched a manipulated video of a StarCraft eSports match, containing both static and animated advertisements displayed during battle and non-battle situations. Participants, equipped with eye-tracking devices, observed the 2-minute-and-30-second video and subsequently completed a questionnaire measuring visual attention, memory retention, brand attitude, and behavioral intention.
The findings revealed that advertisements received significantly higher visual attention―both in terms of fixation count and duration―during non-battle situations than in battle situations. Additionally, increased fixation count on advertisements led to enhanced implicit memory, which in turn positively influenced brand attitude and behavioral intention. However, differences in advertisement animation (static vs. animated) had no substantial impact on visual attention or memory formation.
This study offers valuable insights for developing effective eSports advertising strategies. The research team emphasized that "eSports advertisements are more effective when placed in non-battle situations rather than during intense gameplay. Additionally, repeated exposure to brand advertisements is crucial in enhancing brand recognition." They further noted that "natural and unobtrusive advertisement exposure plays a key role in stimulating implicit memory, which ultimately shapes brand attitudes and behavioral intentions positively.“
The study has been published in the international academic journal [Internet Research](IF 5.9), marking a significant contribution to the field of eSports advertising. It not only advances academic understanding of advertising effectiveness in digital sports but also highlights Pukyong National University’s leading role in eSports and digital marketing research.
The research findings are expected to serve as a foundational framework for optimizing advertising strategies in the rapidly growing eSports industry, providing new directions for both academia and industry professionals.