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What is Advergame

Handbook of Research on Effective Advertising Strategies in the Social Media Age
Games developed especially for a brand with deep integration of the brand into the game. A game is specially built around a brand, aimed to develop association and strong recall for the brand. An example is a game built around the bottle of a soft drink brand. The advertiser underwrites the entire cost of game development.
Published in Chapter:
Advertising in Games: Advergaming Applications in the Tourism Industry
Evrim Celtek (Gaziosmanpasa University, Turkey)
DOI: 10.4018/978-1-4666-8125-5.ch004
Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Online Game Experiences: The Perspective of Experiental Marketing
A form of entertainment-oriented advertising that combines advertising and game concepts, includes brands or logos embedded in games, and the player can access these marketing tools through businesses' web sites or applications.
Full Text Chapter Download: US $37.50 Add to Cart
Full Text Chapter Download: US $37.50 Add to Cart
Gap Between Mobile and Online Advergames: The Possible Effects of the Optimal Gaming Experience-Flow
Full Text Chapter Download: US $37.50 Add to Cart
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