Application of Gaming in New Media Marketing

Application of Gaming in New Media Marketing

Pratika Mishra (Presidency University Bangalore, India) and Swati Oberoi Dham (New Delhi Institute of Management, India)
Projected Release Date: September, 2018|Copyright: © 2019 |Pages: 310
ISBN13: 9781522560647|ISBN10: 1522560645|EISBN13: 9781522560654|DOI: 10.4018/978-1-5225-6064-7


The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation.

Application of Gaming in New Media Marketing is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Demonetization
  • Digital Advertising
  • Gamification
  • Media Planning
  • Mobile Games
  • Optimal Gaming Experience
  • Psychodynamics
  • Psychology
  • Social Media Marketing
  • Virtual Reality

Table of Contents and List of Contributors

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