Enhancing “Choco Orbs ” brand experience through mobile ping-pong AR game

Mohamad Roslan, Fatin Aqilah (2023) Enhancing “Choco Orbs ” brand experience through mobile ping-pong AR game. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

This project aims to investigate the potential of enhancing the brand experience by integrating Augmented Reality (AR) into mobile games, with a specific focus on developing a ping-pong game that incorporates AR technology. The problem identified in the industry is: first, many companies struggle to create captivating and memorable marketing experiences that leave a lasting impression on their clients. Second, the failure to leverage emerging technologies, such as mobile AR, puts these companies at risk of falling behind their competitors. Additionally, the lack of comprehensive evaluation frustrates their ability to gauge the impact of mobile AR games on brand experience. To overcome the said challenges, this study proposes the development of a mobile AR ping-pong game as an innovative solution. Creating an engaging and immersive AR experience within the game aims to provide a unique and memorable brand interaction for users. The objectives of this project include studying brand experience and exploring ways to utilize it in mobile AR gameplay, developing a mobile AR ping-pong game that enhances the brand experience, and evaluating the effectiveness of the game in improving the brand experience. By conducting comprehensive evaluations and assessments, this project seeks to provide insights into the usability of mobile AR games on brand experience, ultimately helping companies create engaging and memorable marketing experiences. In conclusion, based on the project's results, 46.7% of respondents rated the game as 'Excellent,' 31.1% as 'Good,' 2.2% as 'Okay,' and 20% as 'Poor.' These findings provide valuable insights into AR integration in mobile games for brand enhancement, offering practical guidance to companies seeking a competitive edge through emerging technology.

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