TY - GEN
T1 - Analysis of Digital Data on Advergame Trends in Advertising
AU - Oyola-Enciso, Katherine Lizet
AU - Afaraya-Sinacay, Cynthia Lizzeth
AU - Turriate-Guzman, Adriana Margarita
AU - Bravo-Guevara, Dalia Rosa
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2023
Y1 - 2023
N2 - 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.
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.
KW - Advergame
KW - Advergaming
KW - Advertising
KW - In-game
KW - Videogames
UR - https://www.scopus.com/pages/publications/85166929540
U2 - 10.1007/978-981-99-1726-6_46
DO - 10.1007/978-981-99-1726-6_46
M3 - Conference contribution
AN - SCOPUS:85166929540
SN - 9789819917259
T3 - Lecture Notes in Networks and Systems
SP - 597
EP - 607
BT - Intelligent Sustainable Systems - Proceedings of ICISS 2023
A2 - Raj, Jennifer S.
A2 - Perikos, Isidoros
A2 - Balas, Valentina Emilia
T2 - 6th International Conference on Intelligent Sustainable Systems, ICISS 2023
Y2 - 3 February 2023 through 4 February 2023
ER -