Thanks for telling us about the problem. Return to Book Page. 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 s until in the field of Advergaming. In general two different forms of Advergaming can be distinguished. On one hand, advertising a brand or product wit The term Advergaming is used to describe the different possibilities to advertise brands or products with or within computer- and video games.
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.
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Community Reviews. Showing Average rating 2. Rating details. All Languages. More filters. Sort order. John rated it really liked it Feb 22, Burrrt rated it did not like it Apr 28, Raul rated it liked it Mar 09, Chayanin marked it as to-read May 02, Federico Leone marked it as to-read Oct 21, Bianca Caporosso marked it as to-read Nov 01, Pietro Di pisa marked it as to-read Nov 07, Leon marked it as to-read Jul 22, For a better understanding of how advergames work, we gathered here a few examples.
You will see that applied in the right manner, mobile advergaming is very efficient. Chipotle teamed up with Moonbot Studios to create this ad for a campaign launched a few years ago. And the game was a success. The main takeaways from this story are that you should remove the barriers and to make your advergame free for allowing users to download it.
Further, you should focus on offering high-quality elements inside your game. Additionally, to implementing interesting features, you have to keep in mind that your game should be flawless with impressive design in order to attract more customers.
A similar approach we can observe in Lego games on the main app stores. They are free and entertaining. Plus, with the new AR technology, Lego games become more and more engaging. Children can combine digital scenes with their real Lego bricks. What can be more fun than that? Kids can record everything and to brag about their creativity. As you can imagine, for Lego, this strategy generates amazing results. Children play with virtual bricks and they can easily recognize Lego sets in the physical store.
Talking about technology, who thought that VR games can convince players to buy various products? If you browse through the games listed on Google Play you can easily find Doritos VR Battle , an action game which promotes in a unique way certain flavours of Doritos. Again, the purpose is to reach a wider market and to make users remember your brand. Even though the game is for Cardboard VR viewer, many elements can be adapted for other advergames. For example, if users want to share their achievements on Facebook they have the option to connect with their Facebook account.
They can use the barcodes from the back of their Doritos packages to unlock certain weapons.
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