Digital Gaming and the Advertising Landscape / Teresa de la Hera.
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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| Place / Publishing House: | Baltimore, Maryland : : Project Muse,, 2020 ©2020 |
| Year of Publication: | 2020 |
| Language: | English |
| Series: | Games and play (Amsterdam, Netherlands)
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| Physical Description: | 1 online resource (208 pages) :; color illustrations. |
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Table of 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