| Abstract |
In recent years, advertisers and marketers have shown an increasing interest in advertising through digital games because they allow them to advertise their brands and products in a more interesting, interactive, and immersive way. While there is some research in this area, the present study investigates how to make use of interactive games as an advertising medium through their wide variety of opportunities, what are the ergonomic standards that control designing the digital game advertising user interface, and to what extent the ergonomic study of designing interactive games user interface affect its success as an advertising medium.
An analysis study for two major types of digital game advertising was conducted to test the effectiveness of applying the ergonomic standards while designing digital game advertising. An experimental study was also conducted by designing an advergame for the Grand Egyptian Museum to promote its opening that was played by actual game players (N 105) to study how to apply the ergonomic standards of designing the digital game advertising user interface in the process of designing the game, as well as, asking the players through a specific questionnaire about their opinions in the effectiveness of the applied ergonomic standards in making the empirical advergame more successful in promoting the advertised brand.
The results indicate that sticking to applying the ergonomic standards while designing the digital game advertising user interface will enhance the advertising process using digital game advertising. |
