Abstract:

As a result of the continuous development of technology, new advertising fields appear. The product placement applications that appeared in the early years in the cinema, the television series, music clips and competition programs, radio broadcasts and book magazines, which were limited to printed publications, have now taken their place in the entire new media on social networks, on the internet-based games and smartphone applications. In addition to this, it is also actively used in placing products in online games, which are a dynamic and popular area. The digital gaming world is widely targeted to the target audience, there are games that fit every age level. These digital games that enable membership through online systems are known to bring the brands to success by providing facility in determining the target audience. There are a lot of different topics on the market, but it is necessary to pay attention to this topic, as the placement of the product appropriate to the topic of these games will make it easier for players to notice. In this study, the first Turkish made and the enormous multiplayer online game in ZULA was addressed by the content analysis method. According to the findings obtained in the research, in the game, the product placement of products and services from different industries, including food, automotive, technology, has been identified.

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