Methodology for Choosing the Location for In-Game Advertising Billboards

Abstract

Recently, the market for in-game advertising is growing very dynamically. In 2015, profits out of this business were above 2.75 mio USD, and it is expected to be doubled by 2020. The proper location of the in-game commercial (billboard) is significantly important for the promotion of a given product (service). The paper presents the use of eye tracker and GSR to register behaviors and perception of the in-game advert placed in the computer game simulating car driving.