Bilgisayar Mühendisliği Bölümü Tezleri

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12416/58

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Browsing Bilgisayar Mühendisliği Bölümü Tezleri by Author "Akcan, Duygu"

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    Citation Count: Duygu Akcan (2019). Flow experience and achievement of advergames on software developers: An eye-tracking analysis / Yazılım geliştiriciler üzerinde oyun reklmaların akış deneyimi ve başarısı: Göz izleme analizi. Yayımlanmış yüksek lisans tezi. Ankara: Çankaya Üniversitesi, Fen Bilimleri Enstitüsü.
    Flow experience and achievement of advergames on software developers: An eye-tracking analysis
    (2019) Akcan, Duygu; Çankaya Üniversitesi, Fen Bilimleri Enstitüsü, Bilgisayar Mühendisliği Bölümü
    The idea of using advertising in games has been emerging recently, along with the software and hardware improvements in recent years. The game industry also got benefits from these improvements and became more widespread. Therefore, while the games started to reach more people, putting advertisements in games, or creating games just for promoting brands began has grown profitable. These games are called "Advergames," which are designed for a specific advertising concept. This study demonstrates and analyses the achievement of advergames on software developers in different conditions. These advergames are created with different game elements and measure the flow of players with the flow state scale questionnaire. They also provide the suggestion of where to place the brands using the eye-tracking analysis. Firstly, to be able to demonstrate the benefits of advergames, a total of 44 software developers were selected. They divided into two groups; each group played one of two advergames which were developed. The difference between the two games was the number of game elements included. The second game had a reduced number of game elements that were music, voice acting, story, time, and leaderboard. While they were playing games, an eye-tracker followed and recorded their eye movements. For both groups, when each individual finished their tasks, data was collected from questionnaires of flow state scale, recalled brands and their products and eye movements of players. Collected data was measured using the Mann-Whitney U test and correlation analysis methods. For measurement of the flow, data was obtained by using the flow state scale questionnaire, and analysis was conducted based on the collected data. Lastly, for providing a suggestion about where to place brands, eye-tracking technology was used to determine the places where players commonly look. To be able to decide on the most looked places, the eye-tracking data of each individual was combined, and heat maps were created. As one of the results of this study, for both groups, promoted brands and their products were recalled more than non-promoted brands and their products; and there was a significant difference between them. Secondly, during the measurement of flow, it was observed that both groups had flow experience at different dimensions. Besides, when analyses were made on eye-tracking data; the results were showing that the players were mostly gazing at the mid and high-level shelves and ignoring the bottom level shelves.