sg 18: e1

Research Article

Analysing cross-cultural design in advergames: a comparison between the UK and Brazil

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  • @ARTICLE{10.4108/eai.13-9-2018.156150,
        author={Vanissa Wanick and Rima Dunn and Ashok Ranchhod and Gary Wills},
        title={Analysing cross-cultural design in advergames: a comparison between the UK and Brazil},
        journal={EAI Endorsed Transactions on Serious Games: Online First},
        volume={},
        number={},
        publisher={EAI},
        journal_a={SG},
        year={2019},
        month={1},
        keywords={games, advergames, marketing games},
        doi={10.4108/eai.13-9-2018.156150}
    }
    
  • Vanissa Wanick
    Rima Dunn
    Ashok Ranchhod
    Gary Wills
    Year: 2019
    Analysing cross-cultural design in advergames: a comparison between the UK and Brazil
    SG
    EAI
    DOI: 10.4108/eai.13-9-2018.156150
Vanissa Wanick1,*, Rima Dunn1, Ashok Ranchhod1, Gary Wills2
  • 1: Winchester School of Art (WSA), University of Southampton, Park Ave, Winchester, Hampshire, SO23 8DL, UK
  • 2: Electronics and Computer Sciences (ECS), University of Southampton, University Rd, Southampton, SO17 1BJ, UK
*Contact email: v.w.vieira@soton.ac.uk

Abstract

This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, composed of game design elements, brand perspectives and cultural characteristics. Utilising the CAKE framework, 40 mobile advergames from Brazil and the UK were studied through a content analysis, followed by an interview of 22 game players from both countries. Our findings illustrate a cultural difference in the attitudes towards advergames and preferences regarding familiar and popular elements inside the advergame. It is felt that the CAKE framework may prove itself suitable for the development of cross-cultural design in advergaming and future research in the area. Implications for advertisers, designers and developers are discussed.