A Gamification Mechanism for Advertising in Mobile Cloud

A Gamification Mechanism for Advertising in Mobile Cloud

Zongwei Luo (South University of Science and Technology of China, China), Qixing Zhuang (The University of Hong Kong, Hong Kong), Tao Jiang (The University of Hong Kong, Hong Kong), Yang Liu (The University of Hong Kong, Hong Kong) and Feng Yi (The University of Hong Kong, Hong Kong)
DOI: 10.4018/978-1-4666-9845-1.ch044
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In this chapter, we introduce a gamification mechanism for advertising in mobile cloud. Gamification for advertising uses game thinking and mechanism in non-game contexts to engage users in developing and deliver advertising content suitable for mobile devices. To support this gamification advertising mechanism, we develop a cloud based service platform for media integration and distribution, supporting flexible interactions and collaboration among media content providers, advertisers, and developers. Contribution of this chapter is it introduces game theory and mechanism design into gamification for advertising which is demonstrated as feasible and just in time. And the gamifiation for advertising is the first in the literature ever discussed as we know in the context of mechanism design. A layering solution with introduction of an advertising layer for developing gamified applications for mobile devices is also the first ever in the literature as we know.
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2. Motivation

2.1 Mobile Advertising

Mobile media compete with traditional media like press, broadcast, television with time and functional displacement. Time displacement refers to that mobile media will compete with traditional media in terms of audiences’ time (Qi, 2011). Commonly speaking, in terms of time displacement, mobile media is negative correlated with transitional media, i.e. the more mobile media consumption will lead to the less traditional media consumption. Functional displacement often means to satisfy different requirements with non-reciprocal functions which have the complementary relations (Qi, 2011). Comparing with other traditional media, mobile media have incomparable unique advantages. It can integrate image, audio, and movie. Mobile media’s mobility, availability and interactivity makes it a promising candidate for carrying advertising messages.

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