{"title":"2. Advergames: A Definition","authors":"","doi":"10.1515/9789048538676-004","DOIUrl":"https://doi.org/10.1515/9789048538676-004","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"104 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121105163","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"5. The Procedural School: A Critical Analysis","authors":"","doi":"10.1515/9789048538676-007","DOIUrl":"https://doi.org/10.1515/9789048538676-007","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124518690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"7. Persuasive Strategies for Advergames","authors":"","doi":"10.1515/9789048538676-009","DOIUrl":"https://doi.org/10.1515/9789048538676-009","url":null,"abstract":"Due to the interactive nature of digital games, the factors that determine the conceptualization of advertising strategies for advergames are related not only to the way the advertising message should be conveyed but also to how the game motivates players to play it and how it engages them to keep playing. In this chapter I present and discuss six factors that determine the conceptualization of persuasive strategies for advergames. These six factors are: advergames’ objectives, integration of products in advergames, advergames’ target audience, advergames’ visibility, advergames’ credibility and advergames’ playability.","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117215451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"4. Advergames: Effectiveness","authors":"","doi":"10.1515/9789048538676-006","DOIUrl":"https://doi.org/10.1515/9789048538676-006","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129401468","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Acknowledgments","authors":"","doi":"10.1515/9789048538676-001","DOIUrl":"https://doi.org/10.1515/9789048538676-001","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"161 5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129079224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"8. A Case Study: Tem de Tank","authors":"","doi":"10.1515/9789048538676-010","DOIUrl":"https://doi.org/10.1515/9789048538676-010","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116341177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"1. Digital Games and the Advertising Landscape: An Introduction","authors":"Ilya Vedrashko","doi":"10.1515/9789048538676-003","DOIUrl":"https://doi.org/10.1515/9789048538676-003","url":null,"abstract":"According to the game scholar Ilya Vedrashko, the origin of advergames can be dated to the early 1980s, and it is even possible to f ind some precedents in the 1960s and ‘70s (Vedrashko, 2006b). However, the term was not coined until 2000, when the entrepreneur Anthony Giallourakis, owner of the domain www.advergames.com, understood that “the market for interactive casual Internet based gaming would be too appealing to corporations for them to ignore the marketing and branding opportunities associated with casual gaming on the Internet” (Giallourakis, n.d., para. 1) and decided to coin the concept and buy several domains related to it. The evolution of the game industry and changes in the advertising landscape in recent years are responsible for this increasing interest of marketers in using digital games for advertising purposes. The development of new technologies and the spread of broadband and mobile devices have facilitated the growth of the game industry1 and the popularization of digital games, which undoubtedly are related to the increasing interest in the use of digital games as a marketing strategy. One of the results of the changes in the game industry was what was dubbed by Jesper Juul as the Casual Revolution, “a breakthrough moment in the history of video games” (2010, p. 2). This revolution is a process in which digital games have become more normal and part of people’s daily routines for three reasons. Firstly, these new digital games, known as casual games, do not ask players to readjust their schedules as they can be played anytime and anywhere, thanks to their presence on mobile devices. Think, for example,","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121367504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Conclusions","authors":"","doi":"10.1515/9789048538676-011","DOIUrl":"https://doi.org/10.1515/9789048538676-011","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131278370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Frontmatter","authors":"","doi":"10.1515/9789048538676-fm","DOIUrl":"https://doi.org/10.1515/9789048538676-fm","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127261760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Index","authors":"","doi":"10.1515/9789048538676-013","DOIUrl":"https://doi.org/10.1515/9789048538676-013","url":null,"abstract":"","PeriodicalId":443559,"journal":{"name":"Digital Gaming and the Advertising Landscape","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123562712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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