How can I measure the effect of the embedded marketing policy adopted by some online games on players' purchasing decisions?

Mohammed Edan Alkhazraje @Mohammed-Alkhazraje

06 July 2023 1 3K Report

Game companies use embedded marketing to influence players' purchasing decisions to push them to make in-game purchases

How do you think I can best measure this effect?

Through a questionnaire for players or conducting personal interviews

Note that sales and purchase figures are not disclosed by the company

I would be grateful for the answer and look forward to reading your opinions

Sushil Kumar Sahoo

Measuring the effect of embedded marketing policies in online games on players' purchasing decisions can be challenging but not impossible. Here are some steps you can take to assess the impact:

Define the Metrics: Determine the specific metrics you want to measure, such as the number of in-game purchases, average purchase value, conversion rate, or player engagement. These metrics will help you quantify the effect of embedded marketing.

Control Group and Experimental Group: Establish a control group and an experimental group. The control group should consist of players who are not exposed to embedded marketing, while the experimental group includes players who are exposed to embedded marketing within the game.

Data Collection: Collect relevant data from both groups, such as in-game purchase records, player behavior, engagement metrics, and demographic information. Ensure that you have access to accurate and comprehensive data to analyze the impact accurately.

Analyze Purchase Behavior: Compare the purchasing behavior between the control and experimental groups. Look for patterns and trends that indicate differences in purchase frequency, purchase value, or conversion rates. Statistical analysis, such as t-tests or regression analysis, can help determine the significance of these differences.

Surveys and Feedback: Conduct surveys or interviews with players from both groups to gather qualitative data. Ask about their perception of embedded marketing, whether it influenced their purchasing decisions, and if they found it intrusive or valuable. This feedback can provide additional insights into the players' attitudes and preferences.

Longitudinal Analysis: Consider conducting a longitudinal analysis by monitoring players' purchasing behavior over an extended period. This approach can help identify trends, patterns, and changes in behavior over time, providing a deeper understanding of the impact of embedded marketing.

A/B Testing: Implement A/B testing, where different variations of embedded marketing strategies are tested on separate groups of players. This allows for a more targeted analysis of specific marketing techniques and their effects on purchasing decisions.

Comparison with Historical Data: If available, compare the purchasing behavior data from the experimental group with historical data from the same player base before the introduction of embedded marketing. This comparison can provide insights into changes in purchasing behavior attributed to the new marketing approach.

Statistical Analysis: Utilize statistical tools and methods to analyze the data collected and draw meaningful conclusions. Consult with data analysts or statisticians if needed to ensure accurate and reliable analysis.

Consider External Factors: Take into account other external factors that may influence purchasing decisions, such as game updates, promotions, or changes in the market landscape. It's important to isolate the effects of embedded marketing as much as possible.

By following these steps, you can gain a better understanding of how embedded marketing policies in online games affect players' purchasing decisions. Remember that measuring the direct impact can be complex due to the influence of various factors, so a combination of quantitative and qualitative approaches will help provide a more comprehensive evaluation.

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