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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...
| Call Number: | Libro Electrónico |
|---|---|
| Main Author: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Amsterdam :
Amsterdam University Press,
[2019]
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| Series: | Games and play (Amsterdam, Netherlands)
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| Subjects: | |
| Online Access: | Texto completo |
Table of Contents:
- 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 Mod; Part III: Advertising through Digital Games; 7. Persuasive Strategies for Advergames; 8. A Case Study: Tem de Tank; Conclusions