TY - JOUR T1 - What Makes Online Promotional Games Go Viral? JF - Journal of Advertising Research JO - J Advert Res SP - 173 LP - 181 DO - 10.2501/JAR-2017-024 VL - 57 IS - 2 AU - Damien Renard AU - Denis Darpy Y1 - 2017/06/01 UR - http://www.journalofadvertisingresearch.com/content/57/2/173.abstract N2 - To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others. The authors used two methods: an experiment and a field study. In the initial study, calling on players' skills during the game experience positively affected the intention to invite friends to join the game. When marketers added a system of incentives, players no longer were motivated to invite friends to join the game. From an existing viral promotional game database, the authors replicated the study and confirmed the results. ER -