Advergaming and In-Game Advertising

Editora:

KS OmniScriptum Publishing

Código:

491_9783836402859

Vendido e entregue por Um Livro

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The term Advergaming is used to describe the different possibilities to advertisebrands or products with or within computer- and video games. This bookdisplays all developments that have been made from the early 1980s until2006 in the field of Advergaming. In general two different forms of Advergamingcan be distinguished. On one hand, advertising a brand or product witha computer-game (done on the Internet with so-called Adgames) is often synonymouslycalled Advergames. On the other hand, advertising in computerandvideo games is a phenomenon that is emerging swiftly and is describedunder the term In-Game Advertising. The aim of this book stands in a cleardefinition of the market for Advergaming, a critical overview of possibilitiesfor brands to position themselves, as well as the danger that underlies advertisingin games.The very actual topic of Advergaming, including Adgames and In-Game Advertising,is discussed in its entireness in this book, and through differentframeworks, analyses, elucidations and expert interviews new approachesand consolidations can be made for practitioners to better understand thedelicate high potential opportunities that Advergaming and In-Game Advertisinggives.

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