The Gamification of Brand Integration: A MEGA Model Examination of Product Placement in Video Games

El-Sherbini, Nesrin

doi:10.21608/jsb.2025.366385.1898

The Gamification of Brand Integration: A MEGA Model Examination of Product Placement in Video Games

Document Type : Original Article

Author

Nesrin El-Sherbini

Advertising and PR, Faculty of Mass Communication, Modern Sciences and Arts University (MSA), Giza, Egypt

10.21608/jsb.2025.366385.1898

Abstract

Product Placement is a marketing strategy traditionally associated with movies and television, and has rapidly penetrated the world of digital media. As a large portion of societies play video games, the use of gaming applications and video games has spread as platforms for brand positioning through traditional advertising or product placement. This advertising integration gives the advertiser opportunities, as well as challenges. It gives the opportunity to reach the target audience personally. This research aims to examine the effects of product integration in video games through the framework of the Model of Effects of Gamified Advertising (MEGA), and explore how game elements, psychological mechanisms, and player characteristics interact to influence brand attitudes and behaviors. The researcher used both quantitative and qualitative approaches, where the researcher conducted a survey study on 400 video game players, and conducted two focus groups, each consisting of six video game players from two age groups (teens and young adults). The results of the study revealed that player characteristics are associated with noticing product placement and the player’s attitude and behavior towards it.

Keywords

Main Subjects

Advertising

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