03033oam 22005534a 450 99631263950331620210915045142.090-485-3867-X10.1515/9789048538676(CKB)4100000009151150(MiAaPQ)EBC5880666(OCoLC)1178720756(MdBmJHUP)muse78199(DE-B1597)536700(OCoLC)1114970721(DE-B1597)9789048538676(EXLCZ)99410000000915115020200724e20202019 uy 0engurcnu||||||||rdacontentrdamediardacarrierDigital Gaming and the Advertising LandscapeTeresa de la HeraBaltimore, Maryland :Project Muse,2020©20201 online resource (208 pages) color illustrationsGames and play94-6298-715-7 Includes bibliographical references and index.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 --IndexThe 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 convey advertising messages remains unexploited. *Digital Gaming and the Advertising Landscape* explores the different ways advertising messages can be embedded within digital games. An interdisciplinary approach is used to help explain how persuasive communication works within digital games. It does so by forging new links within the area of game studies where the emphasis of this book clearly lies, while also taking up new subjects such as design theories and their relation to games as well as how this relationship may be used in a practical context.Games and play (Amsterdam, Netherlands)Video gamesEconomic aspectsVideo games industryElectronic gamesMarketingElectronic books. Advergames, persuasive games, advertising, entertaining persuasive communication.Video gamesEconomic aspects.Video games industry.Electronic gamesMarketing.338.4/77948Hera Teresa de la1023714MdBmJHUPMdBmJHUPBOOK996312639503316Digital Gaming and the Advertising Landscape2432304UNISA