Advergaming and In-Game Advertising : An Approach to the next Generation of Advertising

Gérald Marolf

ISBN 10: 3836402858 / ISBN 13: 9783836402859

Published by VDM Verlag Dr. Müller Jan 2007, 2007

About this Item

Neuware - The term Advergaming is used to describe the different possibilities to advertise brands or products with or within computer- and video games. This book displays all developments that have been made from the early 1980s until 2006 in the field of Advergaming. In general two different forms of Advergaming can be distinguished. On one hand, advertising a brand or product with a computer-game (done on the Internet with so-called Adgames) is often synonymously called Advergames. On the other hand, advertising in computer- and video games is a phenomenon that is emerging swiftly and is described under the term In-Game Advertising. The aim of this book stands in a clear definition of the market for Advergaming, a critical overview of possibilities for brands to position themselves, as well as the danger that underlies advertising in games.The very actual topic of Advergaming, including Adgames and In-Game Advertising, is discussed in its entireness in this book, and through different frameworks, analyses, elucidations and expert interviews new approaches and consolidations can be made for practitioners to better understand the delicate high potential opportunities that Advergaming and In-Game Advertising gives.

Seller Inventory # 9783836402859

Bibliographic Details

• Title: Advergaming and In-Game Advertising : An Approach to the next Generation of Advertising
• Publisher: VDM Verlag Dr. Müller Jan 2007
• Publication Date: 2007
• Language: English
• ISBN 10: 3836402858
• ISBN 13: 9783836402859
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 24W x 0H x 0D centimeters 24 centimeters width by 0 centimeters height by 0 centimeters depth
• Weight: 345 grams

About this title

Synopsis

The term Advergaming is used to describe the different possibilities to advertise brands or products with or within computer- and video games. This book displays all developments that have been made from the early 1980s until 2006 in the field of Advergaming. In general two different forms of Advergaming can be distinguished. On one hand, advertising a brand or product with a computer-game (done on the Internet with so-called Adgames) is often synonymously called Advergames. On the other hand, advertising in computerand video games is a phenomenon that is emerging swiftly and is described under the term In-Game Advertising. The aim of this book stands in a clear definition of the market for Advergaming, a critical overview of possibilities for brands to position themselves, as well as the danger that underlies advertising in games. The very actual topic of Advergaming, including Adgames and In-Game Advertising, is discussed in its entireness in this book, and through different frameworks, analyses, elucidations and expert interviews new approaches and consolidations can be made for practitioners to better understand the delicate high potential opportunities that Advergaming and In-Game Advertising gives.

Product Description

Advergaming and In-Game Advertising The term Advergaming is used to describe the different possibilities to advertise brands or products with or within computer- and video games. This book displays all developments that have been made from the early 1980s until 2006 in the field of Advergaming. In general two different forms of Advergaming can be distinguished. On one hand, advertising a brand or product with a computer-game (done on the Internet with so-called Adgames) is often synonymously called Advergames. On the other hand, advertising in computerand video games is a phenomenon that is emerging swiftly and is described under the term In-Game Advertising. The aim of this book stands in a c...