Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow

Abstract

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.