A Content Analysis of Advertising Appeal in Free to Play Mobile Game Ads

Rahma Kahyani Ihsan, Fajar Junaidi

Abstract


The share of Free-to-Play (F2P) mobile games in the United States has increased in-game advertising to 94%. Entering the era of the heyday of mobile games, many game developers are competing for this market share. The emergence of this intense competition has also suppressed the high use of hype and provocative advertising appeals, so advertising broadcasting in the realm of free mobile games is considered to have experienced a setback. This study aims to reveal the reality of F2P mobile game advertisements through empirical glasses. Using quantitative description content analysis methods, researchers collect F2P mobile game advertisements from 2017-2021 of casual, puzzle, simulation, action, and strategy types. The result shows that 79,67% of 100 samples used emotional appeals containing mostly provocative messages (62,40%, 45,73% were positive, and 33,96% were negative). The rest of the samples (20,31%) applied rational appeals.

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DOI: https://doi.org/10.12928/sylection.v1i1.11277

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