Scopus Index Publications

Now showing 1 - 2 of 2

Open Access
Influencing players to download new games: role of in-game pop-up advertisements
(Springer Nature, 2026-04-30) Vidanagama, S; Ulapane, N; Thilakarathna, D; Wijekoon, C; Wisenthige, K; Aluthwala, C
The utilization of pop-up advertisements in promoting online games has become increasingly prominent, particularly within freemium gaming models, where advertising serves as a critical revenue and acquisition mechanism. Despite their widespread adoption, limited empirical research has examined how specific advertisement attributes shape advertising value and subsequent player download intentions, especially in emerging digital economies. This study investigates the influence of four key pop-up advertisement attributes; informativeness, creativity, personalization, and credibility, on perceived advertising value and its effect on game download intention in the context of freemium games. Undergraduate game players who belong to the age category of 18–25 years, representing Generation Z were determined as the study sample. Randomly selected participants were asked to engage in a game-playing experience and respond to a structured survey afterward. A total of 386 responses were collected for the analysis and 12 individuals were interviewed after the analysis intending to validate the results. The results revealed that the considered ad characteristics; informativeness, creativity, personalization, and credibility have a significant impact on advertising value and the perceived advertising value significantly influences the player’s game download intentions. Subsequent qualitative interviews conducted with individual gamers validated the analyzed results. The qualitative findings corroborated the quantitative results, offering deeper insights into how gamers interpret and respond to in-game pop-up advertisements. This study contributes to the online gaming and digital advertising literature by empirically validating a model of advertising value in freemium gaming contexts. Practically, the findings provide actionable insights for marketers and game developers seeking to optimize pop-up advertisement design to enhance player engagement and increase game installations. Conducted within the Sri Lankan context, the study addresses a notable research gap in emerging digital markets and offers implications applicable to similar underexplored regions.
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Artificial Intelligence-based Business Strategy for Optimized Advertising
(2021 3rd International Conference on Advancements in Computing (ICAC), SLIIT, 2021-12-09) Kannangara, L.; Harsha, S.; Isuru, T.; Wijesiriwardhane, C.; Wijendra, D.R.; Kishara, J.
Television commercials are a passive type of advertising technique that does not consider consumer demographics who are viewing the television at a specific time. As a result, the user sees irrelevant advertisements, which tends to reduce user engagement and sales conversions.As Sales ,which is the expected target of any advertisement campaign, a user-based advertising approach can be considered as a solution to mitigate the negative aspects. A user-based advertisement suggesting system for television, which is extensively utilized in every other digital media, is expected to be given as the solution. For the suggestion process, user attributes such as age, gender, peer group, and the mood identified in which the advertising is shown were taken into consideration. This will result in more relevant commercials for consumers, making television advertisements more user-friendly, resulting in greater sales conversion for the advertising agency.

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