Graphic Design and Evaluation of an Augmented Reality for Advergame

Abstract

This letter attempts to introduce an Augmented Reality Advergame (ARA), which is designed to eliminate the pain-points present of current advergames. i.e., cumbersome interface design, excessive entertainment elements lead to user distraction, and low participation among middle-aged and elderly users. For this purpose, our ARA improves color scheme, optimizes graphic proportions, and reduces typographical complexity of interface design. Furthermore, we introduce an augmented reality way in interaction. Eye-tracking studies demonstrate that ARA is better at directing user attention to key information than the current advergames. Perceptive studies confirm that ARA user engagement is 25% higher than the control advergame.