• Journal of Digital Convergence
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• v.18 no.2
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• pp.395-401
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• 2020

With the popularization of smartphones and the development of digital technologies, new concepts that maximize interactive communication have begun to appear in marketing strategies. One of them is the gamification marketing strategy that combines games with marketing that induces customer interest and voluntary participation. Gamification is a compound word of 'game' and '-fication', and marketing cases using game formats are being implemented in various fields. Therefore, this study will identify the implications of the usage of gamification that has become a trend, and analyze the gamification techniques and factors shown in various cases to suggest the direction of gamification as an effective marketing strategy. Companies are actively using gamification in their marketing strategies in a variety of forms and apply gamification techniques such as challenge, competition, accomplishment, reward, and relationship. As a result of the case analysis, important factors commonly identified in the gamification techniques used in marketing are 'Accomplishment' and 'Rreward'. Using various products and benefits obtained through solving a given mission or task as game elements, it was found to be an effective strategy to induce consumers' interest and participation and to promote consumption by encouraging consumers' immersion.

• Journal of the Korea Computer Graphics Society
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• v.22 no.5
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• pp.37-47
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• 2016

This study evaluate user feedback such as physiological response and facial expression when subjects play a social decision making game with interactive virtual agent partners. In the social decision making game, subjects will invest some of money or credit in one of projects. Their partners (virtual agents) will also invest in one of the projects. They will interact with different kinds of virtual agents which behave reciprocated or unreciprocated behavior while expressing socially affective facial expression. The total money or credit which the subject earns is contingent on partner's choice. From this study, I observed that subject's appraisal of interaction with cooperative/uncooperative (or friendly/unfriendly) virtual agents in an investment game result in increased autonomic and somatic response, and that these responses were observed by physiological signal and facial expression in real time. For assessing user feedback, Photoplethysmography (PPG) sensor, Galvanic skin response (GSR) sensor while capturing front facial image of the subject from web camera were used. After all trials, subjects asked to answer to questions associated with evaluation how much these interaction with virtual agents affect to their appraisals.

• Journal of the HCI Society of Korea
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• v.13 no.4
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• pp.15-23
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• 2018

A lot of games are supposed to play through controller operations, such as mouse and keyboard rather than user's physical movement. These games have limitation that causes the user lack of movement. Therefore, this study will solve the problems that these traditional game systems have through the development of a motion-producing system, and provide users more realistic system. It recognizes the user's position in a given space and provides a mobile augmented reality system that interacts with virtual game characters. It uses augmented reality technology to make users feel as if virtual characters exist in real space and it designs a mobile game system that uses armband controllers that interact with virtual characters.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.8
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• pp.1148-1157
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• 2022

In 2019, COVID-19 changed many people's lives. Among them, metaverse supports non-face-to-face services through various methods, replacing daily tasks. This phenomenon was created and formed like a culture due to the prolonged COVID-19. In this paper, the fun elements used in the existing game were organized to find out the fun factors of the metaverse, and the items and contents were reclassified according to the metaverse with five experts. Classification was classified using reproducibility, sensory fun [graphic, auditory, text, manipulation, empathy, play, perspective], challenging fun [absorbedness, challenging, discovery, thrill, reward, problem-solving], imaginative fun [new story, love, freedom, agency, expectation, change], social fun[rules, competition, social behavior, status, cooperation, participation, exchange, belonging, currency transaction], interactive fun[decision making, communication sharing, hardware, empathy, nurturing, autonomy], realistic fun[sense of unity in reality, easy of learning, adaptation, intellectual problems solving, pattern recognition, sense of reality, community], and creative fun[application, creation, customizing, virtual world].

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Archives of design research
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• v.13 no.3
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• pp.49-58
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• 2000

We commonly use the computer interface a generalized form. However, the requirement of the user various and some users cannot apply the general circumstance. For these requirements, this research suggests the non-verbal communication. The suggestion is that Mewing with the mouth in human behavior applies to the interaction of the computer This was offered in three forms. First, drawing application: second, the arcade game: third, the interactive book. in condusion, we confirmed that the suggestion of this research could be effectively used for the development of the human computer interface.

• Archives of design research
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• v.17 no.2
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• pp.463-470
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• 2004

This paper studied tangible interaction design of VR platform and its applications that are economic In development process and cost, flexible by contents and installation conditions, and that has business potential for consumer market. The design solution uses video based virtual world and tangible interaction by motion tracking. Our platform enables a user to monitor their action and to collaborate with other users of remote place within attractive interaction feedback. We developed two design applications, Glass Xylophone 2003 and VR Class, in our platform. Glass Xylophone 2003 provides interactive music performance and helps self practice of glass xylophone. VR Class gives more serious distance learning experience with tutoring and group collaboration. They are presented in public exhibitions and tested by exhibition visitors. They showed application potential of this design solution in interactive game, distance learning, and entertainment field.

• Journal of Advanced Navigation Technology
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• v.11 no.1
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• pp.99-104
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• 2007

On-line avatar community service requires natural representation of communication, emotional expression, and popular dances and various kinds of services. The space should be dynamic, and the interaction between the motions of avatars and the space is required. The avatars with their national, interesting, and various motions should be implemented togetherwith interaction with virtual spaces, in order to have competition in developing 3D avatars. It is expected for 3D avatars to be broadly applied for 3D shopping malls for e-commerce, cyber model houses, 3 D simulations, and 3D virtual reality game. Therefore, for one line 3D avatar community services, we try to provide the scheme for making interactive virtual spaces, together with 3D avatar animations.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.10 no.8
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• pp.1359-1365
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• 2006

Digital Koguryo is a virtual reality reconstruction of the Koguryo mural tumulus, Anak No. 3, designed for an interactive educational gaming and learning environment. Digital Koguryo aims at not only developing a digital reconstruction of cultural heritage but also helping young students learn the living style and the custom of Koguryo Kingdom while playing the game environment. This paper describes the digital restoration process of Koguryo mural paintings and 3D structure, as well as the construction of educational virtual environment designed to get more user's interests. It then discusses a few design issues learned from the development and the public demonstration. Finally, it will present the future research directions to improve the users' immersion.

• The Journal of the Korea institute of electronic communication sciences
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• v.15 no.4
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• pp.651-658
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• 2020

In the fifth generation (5G) mobile networks, the interactive mobile game users have increased tremendously, which induces correlated information sources (CIS). One of the promising 5G technologies is non-orthogonal multiple access (NOMA). In NOMA, the users share the channel resources, so that CIS affect each user's bit-error rate (BER) performance, which is not the case for orthogonal multiple access (OMA). In this paper, we derive the optimal receiver for NOMA with CIS, and then investigate the impact of CIS on each user's BER performance.