Digital Gaming and the Advertising Landscape /

The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. However, despite the increasing interest in this marketing strategy, the potential of digital games as a medium to con...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hera, Teresa (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Amsterdam : Amsterdam University Press, [2019]
Colección:Games and Play ; 3
Temas:
Electronic games > Marketing.
Video games industry.
Video games > Economic aspects.
Art and Material Culture.
Film, Media, and Communication.
Game Studies.
Media Studies.
DESIGN / Graphic Arts / Branding & Logo Design.
Advergames, persuasive games, advertising, entertaining persuasive communication.
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • Frontmatter
  • Contents
  • Acknowledgments
  • Preface
  • 1. Digital Games and the Advertising Landscape: An Introduction
  • Part I. Digital Games as an Advertising Medium
  • 2. Advergames: A Definition
  • 3. Advergames: History
  • 4. Advergames: Effectiveness
  • Part II. Persuading Players through Digital Games
  • 5. The Procedural School: A Critical Analysis
  • 6. Persuasion through Digital Games: A Theoretical Model
  • Part III. Advertising through Digital Games
  • 7. Persuasive Strategies for Advergames
  • 8. A Case Study: Tem de Tank
  • Conclusions
  • About the Author
  • Index

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