Employing Reinforcement Learning to Increase the Effectiveness of Advertising in Digital Gaming Environments

Articles in Press

Document Type : Original Article

Authors

1 Graphic Design and Multimedia Department , Ahram Canadian University, 6 october,Egypt

2 Helwan University, Faculty of Applied Arts, Advertising Department

3 Helwan University, Faculty of Applied Arts, Advertising Department, Egypt

Abstract

Abstract

Reinforcement learning, a subfield of machine learning, focuses on players interacting with the digital environment. One great use of reinforcement learning is integrating reinforcement learning with video games,

As gaming technology continues to advance and seeks to increase the effectiveness of the user experience, it is necessary to adapt to changes in the game environment and player behavior, as reinforcement learning aims to enable game agents to improve their performance and ability to adapt continuously through reinforcement learning, and games have succeeded in becoming a powerful advertising medium, due to the interaction features they have, which creates positive attitudes towards the brands that are advertised.

The researcher seeks to answer the question of the research problem "to what extent does advertising design within gaming environments affect the effectiveness of reinforcement learning mechanisms in achieving goals, through the descriptive approach to collecting information and data and then analytical study, the researcher assumes that studying the design dimensions of advertising creatively and technically in digital games contributes to supporting reinforcement learning mechanisms in achieving its goals, and from this point of view the research aimed to study the dimensions and standards of advertising design within digital gaming environments in terms of: The extent of users attention and integration into the content of reinforcement learning, the level of achievement and retention of information in users, users perceptions and attitudes towards the reinforcement learning environment, and one of the most important results reached by the researcher is that the employment of reinforcement learning and analysis of players data and behavior contributed to providing more appropriate ads targeting their interests and preferences, Reinforcement learning algorithms can constantly learn from player interactions and adapt to advertising strategies, making the advertising experience more dynamic and responsive, Personalized advertising experience using reinforcement learning helped maintain the level of engagement of players to interact with advertising within the digital gaming environment.

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مجلة العمارة و الفنون و العلوم الإنسانية

Articles in Press, Accepted Manuscript
Available Online from 10 August 2024

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