The struggles of everyday life : How children view and engage with advertising in mobile games

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The struggles of everyday life : How children view and engage with advertising in mobile games

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Publication Article, peer reviewed scientific
Title The struggles of everyday life : How children view and engage with advertising in mobile games
Author Martinez, Carolina
Date 2019
English abstract
Digital and mobile games are an important part of many children’s daily media usage, and are used by children for, among other things, entertainment and relaxation purposes. Mobile games are commonly ‘free-to-play’ and have revenue models based on in-app purchases and advertising. These revenue models affect the content and structure of mobile games, and, consequently, also the gaming experiences. Drawing on group interviews with nine- and 12-year-old children, this article analyses how children view and engage with advertising in mobile games, and what consequences in-game advertising have for children’s game experiences. The results show that children’s engagement with in-game advertising takes the form of a struggle, and that children both resist and resign themselves to the advertising strategies. Advertising brings about negative experiences of deception, enforcement and confrontation, and interrupts moments of enjoyment, achievement and immersion during game play. These results suggest that playing advertising-based free-to-play mobile games is a demanding environment for children.
DOI https://doi.org/10.1177/1354856517743665 (link to publisher's fulltext.)
Publisher Sage
Host/Issue Convergence - The International Journal of Research into New Media Technologies;5-6
Volume 25
ISSN 1748-7382
Language eng (iso)
Subject children
mobile games
advertising
in-game advertising
tactics
digital games
game experiences
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Handle http://hdl.handle.net/2043/23961 Permalink to this page
Link to publication in DiVA Find this research publication in DiVA (n/a for student publ.)
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