The role of sociodemographic variables in game type, hardware preference, awareness and level of involvement

Abstract

Video games have become one of the most influential digital entertainment platforms. They offer advertisers new opportunities through in-game placements. This study examines the relationship between the socio-demographic characteristics of gamers (gender, age, education and income) and the placement of video game advertising. Specifically, it analyses the relationship between these variables on five key dimensions: the type of video games played, the choice of gaming hardware, awareness of advertising placement, the type of advertising perceived and the level of involvement with the brands advertised. Despite the growing relevance of in-game advertising as a non-intrusive and immersive strategy, empirical evidence in this field remains scarce. A non-probability sampling survey was conducted with 317 respondents. Data were analysed using Exploratory Factor Analysis (EFA), Student’s t-tests and ANOVA. The results reveal statistically significant differences by gender, age and education in the types of video games played. Awareness of advertising placement is higher among young people with secondary education. Involvement with the brand increases with age, especially among millennials. No significant differences were found in relation to income, except for the choice of hardware. These findings advance understanding of how socio-demographics shape gamer involvement with in-game advertising. The study provides both theoretical contributions and practical implications for developers, 3D designers and marketers.