The Analysis of Brand Effect Appearing on 3D Computer Game

For analyzing consumers’ brand attitudes, this research makes 3D sports game including world-wide brands. This study, which is interdisciplinary in nature, can be found in the fact that it is pioneering work which applies marketing concepts to the computer game. In marketing fields, brand exposure is widely accepted for activating the game industry as a beneficiary model. Therefore, this research is a kind of pilot study for adopting brands to game contents. In analyzing the respondents' brand attitudes toward game, four research questions are formulated based on the research design. The results showed the respondents answered positively to brand awareness and purchase while responding negatively to brand preference and repurchase. Especially in regards to brand awareness, 3D sports game can be a very effective marketing communication method for brand-new products because more than 43% of respondents support it. In summary, this research suggests effective ways of interaction with gamers by analyzing viewers' brand attitudes toward 3D games. The research results can be utilized in organizing brand exposure to all types of multimedia contents.