Eye Tracking for the Study of In-Game Sponsoring

Background image

This pioneering research, conducted at the German Sport University, was the first to compare the effectiveness of sponsorship in sports videos games with traditional real-world sponsorship.

Challenge

How do consumers process sponsorship information on screen? This is one of the biggest challenges in sponsoring research.

Traditional analysis methods assess the time of visibility and the size of brand logos. However, visibility does not automatically result in attention towards a brand.

Solution

To enhance the quantitative measurement of logo visibility with objective visual information an eye tracking study was designed. Participants were either watching a sports TV broadcast or playing a sports-video game on a large screen.

Their gaze was recorded with a SMI mobile eye tracker. The goal: Create a method to measure attention towards visible brand logos in different media environments.

SMI Eye Tracking

With special software packages, TV spots and stimuli from external video sources like a Playstation can easily be integrated in studies with the SMI RED remote eye tracking solution. For real-life studies and more freedom of movement, SMI recommends SMI Eye Tracking Glasses.

In all cases, SMI BeGaze software offers powerful analysis tools for dynamic stimuli. The dynamic Area of Interest tool, for example, associates the total amount of visual attention to brand logos during a video sequence.

Benefit

The eye tracking data revealed that recalls of brand logos were achieved relatively easier in sports-video-games than in TV broadcasts, since on average fewer glances were needed for one recall.

Furthermore, a new metric which integrates eye tracking parameters was developed. The “Level of Exposure” allows for a weighted comparison of coincidental brand logo perception between watching (real world) and playing (video game situation) sports events.

Eye tracking studies can provide companies who are interested in sponsoring in sport-video games (SVGs) with quantitative measures on sponsoring effectiveness in different media environments. This further advances the understanding of the most effective sponsoring strategies.

Background

After advertising, sponsoring and ambush marketing, there is now the possibility to take control of a new marketing medium: sports-video-games (SVGs). To achieve his Master of Science in Sport Management, Michael Bode evaluated if brand image dimensions are changed due to brand logo placements in SVGs.

Additionally, with the support of SMI Eye Tracking devices, a comparative value was created to weigh attention to embedded brand logos.

Benefit

The eye tracking data revealed that recalls of brand logos were achieved relatively easier in sports-video-games than in TV broadcasts, since on average fewer glances were needed for one recall.

Furthermore, a new metric which integrates eye tracking parameters was developed. The “Level of Exposure” allows for a weighted comparison of coincidental brand logo perception between watching (real world) and playing (video game situation) sports events.

Eye tracking studies can provide companies who are interested in sponsoring in sport-video games (SVGs) with quantitative measures on sponsoring effectiveness in different media environments. This further advances the understanding of the most effective sponsoring strategies.

Customer institution German Sport University Cologne
Customer name Michael Bode
Customer website www.dshs-koeln.de
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