Digital Gaming and the Advertising Landscape Teresa de la Hera.

Format:

Book

Author/Creator:

Hera, Teresa de la, 1981- author.

Series:

Games and play (Amsterdam, Netherlands)

Games and play

Language:

English

Subjects (All):

Video games--Economic aspects.

Video games.

Video games industry.

Video games--Marketing.

Physical Description:

1 online resource (208 pages) : color illustrations.

Place of Publication:

Baltimore, Maryland : Project Muse, 2020

Language Note:

In English.

Summary:

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 convey advertising messages remains unexploited. *Digital Gaming and the Advertising Landscape* explores the different ways advertising messages can be embedded within digital games. An interdisciplinary approach is used to help explain how persuasive communication works within digital games. It does so by forging new links within the area of game studies where the emphasis of this book clearly lies, while also taking up new subjects such as design theories and their relation to games as well as how this relationship may be used in a practical context.

Contents:

Frontmatter

Contents

Acknowledgments

Preface

1. Digital Games and the Advertising Landscape: An Introduction

2. Advergames: A Definition

3. Advergames: History

4. Advergames: Effectiveness

5. The Procedural School: A Critical Analysis

6. Persuasion through Digital Games: A Theoretical Model

7. Persuasive Strategies for Advergames

8. A Case Study: Tem de Tank

Conclusions

About the Author

Index

Notes:

Includes bibliographical references and index.

This eBook is made available Open Access under a CC BY-NC-ND 4.0 license: https://creativecommons.org/licenses/by-nc-nd/4.0https://www.aup.nl/en/publish/open-access

Description based on print version record.

ISBN:

1-003-69393-8

90-485-3867-X

9781003693932

OCLC:

1178720756