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The struggles of everyday life: How children view and engage with advertising in mobile games
Malmö University, Faculty of Education and Society (LS), Department of Children, Youth and Society (BUS).ORCID iD: 0000-0002-9119-3666
2019 (English)In: Convergence. The International Journal of Research into New Media Technologies, ISSN 1354-8565, E-ISSN 1748-7382, Vol. 25, no 5-6, p. 848-867Article in journal (Refereed) Published
Abstract [en]

Digital and mobile games are an important part of many children’s daily media usage, and are used by children for, among other things, entertainment and relaxation purposes. Mobile games are commonly ‘free-to-play’ and have revenue models based on in-app purchases and advertising. These revenue models affect the content and structure of mobile games, and, consequently, also the gaming experiences. Drawing on group interviews with nine- and 12-year-old children, this article analyses how children view and engage with advertising in mobile games, and what consequences in-game advertising have for children’s game experiences. The results show that children’s engagement with in-game advertising takes the form of a struggle, and that children both resist and resign themselves to the advertising strategies. Advertising brings about negative experiences of deception, enforcement and confrontation, and interrupts moments of enjoyment, achievement and immersion during game play. These results suggest that playing advertising-based free-to-play mobile games is a demanding environment for children.

Place, publisher, year, edition, pages
Sage Publications, 2019. Vol. 25, no 5-6, p. 848-867
Keywords [en]
children, mobile games, advertising, in-game advertising, tactics, digital games, game experiences
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mau:diva-3107DOI: 10.1177/1354856517743665ISI: 000485298200004Scopus ID: 2-s2.0-85060408484Local ID: 23961OAI: oai:DiVA.org:mau-3107DiVA, id: diva2:1399908
Available from: 2020-02-28 Created: 2020-02-28 Last updated: 2024-02-05Bibliographically approved

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Martinez, Carolina

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf