Analysis of Digital Data on Advergame Trends in Advertising

Katherine Lizet Oyola-Enciso; Cynthia Lizzeth Afaraya-Sinacay; Adriana Margarita Turriate-Guzman; Dalia Rosa Bravo-Guevara

doi:10.1007/978-981-99-1726-6_46

Analysis of Digital Data on Advergame Trends in Advertising

Katherine Lizet Oyola-Enciso, Cynthia Lizzeth Afaraya-Sinacay, Adriana Margarita Turriate-Guzman, Dalia Rosa Bravo-Guevara

Humanities

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Currently, advertising is in constant transformation and adaptation to follow new trends and make inroads in the video game industry, i.e., the advergame boom. This marketing tool used in advertising seeks to cause impact, generate new strategies to attract consumers, and explore new markets. The advergame builds user loyalty through playful experiences that represent the values, differentiators, and characteristic features of brands. Therefore, this article aims to document the influence and effectiveness of this medium in advertising and positioning brands. Through keywords, a search was carried out in the EBSCO database. Inclusion and exclusion criteria were also applied to select 18 texts.

Original language	English
Title of host publication	Intelligent Sustainable Systems - Proceedings of ICISS 2023
Editors	Jennifer S. Raj, Isidoros Perikos, Valentina Emilia Balas
Pages	597-607
Number of pages	11
DOIs	https://doi.org/10.1007/978-981-99-1726-6_46
State	Published - 2023
Event	6th International Conference on Intelligent Sustainable Systems, ICISS 2023 - Tirunelveli, India Duration: 3 Feb 2023 → 4 Feb 2023

Publication series

Name	Lecture Notes in Networks and Systems
Volume	665 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	6th International Conference on Intelligent Sustainable Systems, ICISS 2023
Country/Territory	India
City	Tirunelveli
Period	3/02/23 → 4/02/23

Keywords

Advergame
Advergaming
Advertising
In-game
Videogames

Access to Document

10.1007/978-981-99-1726-6_46

Cite this

Oyola-Enciso, K. L., Afaraya-Sinacay, C. L., Turriate-Guzman, A. M., & Bravo-Guevara, D. R. (2023). Analysis of Digital Data on Advergame Trends in Advertising. In J. S. Raj, I. Perikos, & V. E. Balas (Eds.), Intelligent Sustainable Systems - Proceedings of ICISS 2023 (pp. 597-607). (Lecture Notes in Networks and Systems; Vol. 665 LNNS). https://doi.org/10.1007/978-981-99-1726-6_46

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title = "Analysis of Digital Data on Advergame Trends in Advertising",

abstract = "Currently, advertising is in constant transformation and adaptation to follow new trends and make inroads in the video game industry, i.e., the advergame boom. This marketing tool used in advertising seeks to cause impact, generate new strategies to attract consumers, and explore new markets. The advergame builds user loyalty through playful experiences that represent the values, differentiators, and characteristic features of brands. Therefore, this article aims to document the influence and effectiveness of this medium in advertising and positioning brands. Through keywords, a search was carried out in the EBSCO database. Inclusion and exclusion criteria were also applied to select 18 texts.",

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author = "Oyola-Enciso, {Katherine Lizet} and Afaraya-Sinacay, {Cynthia Lizzeth} and Turriate-Guzman, {Adriana Margarita} and Bravo-Guevara, {Dalia Rosa}",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.; 6th International Conference on Intelligent Sustainable Systems, ICISS 2023 ; Conference date: 03-02-2023 Through 04-02-2023",

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doi = "10.1007/978-981-99-1726-6_46",

language = "English",

isbn = "9789819917259",

series = "Lecture Notes in Networks and Systems",

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editor = "Raj, {Jennifer S.} and Isidoros Perikos and Balas, {Valentina Emilia}",

booktitle = "Intelligent Sustainable Systems - Proceedings of ICISS 2023",

}

Oyola-Enciso, KL, Afaraya-Sinacay, CL, Turriate-Guzman, AM & Bravo-Guevara, DR 2023, Analysis of Digital Data on Advergame Trends in Advertising. in JS Raj, I Perikos & VE Balas (eds), Intelligent Sustainable Systems - Proceedings of ICISS 2023. Lecture Notes in Networks and Systems, vol. 665 LNNS, pp. 597-607, 6th International Conference on Intelligent Sustainable Systems, ICISS 2023, Tirunelveli, India, 3/02/23. https://doi.org/10.1007/978-981-99-1726-6_46

Analysis of Digital Data on Advergame Trends in Advertising. / Oyola-Enciso, Katherine Lizet; Afaraya-Sinacay, Cynthia Lizzeth; Turriate-Guzman, Adriana Margarita et al.
Intelligent Sustainable Systems - Proceedings of ICISS 2023. ed. / Jennifer S. Raj; Isidoros Perikos; Valentina Emilia Balas. 2023. p. 597-607 (Lecture Notes in Networks and Systems; Vol. 665 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Bravo-Guevara, Dalia Rosa

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AB - Currently, advertising is in constant transformation and adaptation to follow new trends and make inroads in the video game industry, i.e., the advergame boom. This marketing tool used in advertising seeks to cause impact, generate new strategies to attract consumers, and explore new markets. The advergame builds user loyalty through playful experiences that represent the values, differentiators, and characteristic features of brands. Therefore, this article aims to document the influence and effectiveness of this medium in advertising and positioning brands. Through keywords, a search was carried out in the EBSCO database. Inclusion and exclusion criteria were also applied to select 18 texts.

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Analysis of Digital Data on Advergame Trends in Advertising

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