Abstract:

Numbers of research confirmed influence of product placement in computer games on brand reception but is still lack of knowledge about brand introduction by players through game modding. In June 2020, the author carried out an online survey amongst computer game players (N=1157). The survey was aimed on investigating game modding as an informal source of brands in computer games. The author tried to evaluate the scale of  producing branded mods by players. A results of online survey showed that 53% of players created or download a mod and 69,2% of them created or downloaded a branded modification. Players also indicated best remembered brands form the game and 28,2% of them were introduce into game by modding community. Moreover, adding the brand to the virtual product made this product more attractive than if it were anonymous for 67,1% of players.