Efektivní reklama prostřednictvím idle her pro vysokoškoláky a absolventy

The gaming industry, and mobile gaming, in particular, is becoming increasingly significant and grows to be the largest and most lucrative industry on the market. With all the new experimental genres emerging from mobile gaming as a whole, idle games, although started as a joke, became a trending phenomenon. Furthermore, as it is common among the F2P games, one of the vital monetization tools that idle game marketers have in their toolkit is advertising. With all the attention directed towards idle games, many entrepreneurs use this phenomenon to promote through idle games as their advertising medium in marketing campaigns. Based on the research gap identified by previous studies as well as recently revealed trends in marketing communication of digital games, current thesis explores effective advertisement in idle games by conducting a study on consumer acceptance of various ad types and subtypes. Primary qualitative research is carried out by conducting 12 interviews with students and graduates, using McCracken’s long interview framework. The responders delve into the factors that make various advertisement types effective in the eyes of consumers throughout the interview. According to McCracken's guidelines, the resulting empirical data is analyzed and then fused in a separate table specifying the advantages and disadvantages of game advertisement with the corresponding classification. The findings of the current thesis will help the entrepreneurs better understand how different types of ads can be perceived by the target audience, allowing them to create effective advertisements tailored to idle games’ consumers. From the perspective of the academic world, the current study addresses the present literature gap and analyses the unique genre of idle games from an unexplored angle. The thesis provides recommendations for future research and sheds light into complex interconnection of consumer perceptions of the ads and unique personal drivers.