Advertising in the World of Games: An Analysis of In-game Advertising
A study on the history and importance of electronic games for the marketing communication process
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This paper aims to explore the world of electronic games, looking at how and why over the years they have become a marketing tool with an approach to the field of advertising and propaganda, and, intrinsically, their cultural diffusion. It also describes the evolution of video games, highlighting the fact that they communicate more effectively with today's consumers, who, due to constant technological advances, are increasingly demanding, segmented and included as active elements in the communication process. The work presents the various existing techniques in the field of advertising used to...
This paper aims to explore the world of electronic games, looking at how and why over the years they have become a marketing tool with an approach to the field of advertising and propaganda, and, intrinsically, their cultural diffusion. It also describes the evolution of video games, highlighting the fact that they communicate more effectively with today's consumers, who, due to constant technological advances, are increasingly demanding, segmented and included as active elements in the communication process. The work presents the various existing techniques in the field of advertising used to convey an advertisement in the virtual universe of electronic games, such as Advergames, Product Placement, ARGs and the technique that will be explored in greater depth in this work, In-Game Advertising. Some of the earliest examples of in-game advertising will be cited, as well as a study of one game in particular (Pro Evolution Soccer 2017), in order to clarify its applicability and reflect on the returns obtained through the use of this strategy, which is becoming increasingly important.
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