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Zien mannen advergames anders dan vrouwen?

Do women and men see advergames in a different way? Dat is de titel van een onderzoek dat de Franse student Sébastien Coulaud onlangs heeft afgerond. Hij heeft dit onderzoek uitgevoerd aan de European Management School in Parijs, en dit is beoordeeld met een “A”.

Ik geef dit soort onderzoeken graag een spreekbuis, dus bij deze: (complete samenvatting is hier te downloaden)

Do women and men see advergames in a different way?

Advergaming, a kind of game containing an advertisement, has become, over the last few years, a widely recognised tool used by advertising agencies on the Internet. Online games combine the wellknown advantages of traditional games (fun, relaxation etc.) and the current Internet boom.

Since marketing specialists spotted a way of turning passive consumers into active ones, advergames have been considered as the latest successful advertising medium.

However, this concept has to be examined carefully, as the figures which underline its effectiveness only take into account the perception and brand awareness. As a lot of research has already highlighted the differences between men and women, with regard to playing video games or reacting to advertising, in particular on the Internet, we wanted to ascertain the existence of these differences when it comes to advergames.

We have noticed that men, in general, play more of all kinds of games and like more advergames than women, whereas women prefer, and play more advergames which necessitate reflection. Women are also more sensitive to the presence of brands while men, although paying less attention to their presence, enjoy the games less once they notice them.

Sébastien Coulaud