All game types (both gambling related and non-gambling related, including the wagering of real money, virtual money, or no money wagering), which are played online (including through a social network/media platform played solo or multiplayer) via a computer, a laptop, a game console, a tablet, a mobile phone, or any other digital device that has internet access and game play capabilities.
Published in Chapter:
Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling
Wilson Ozuem (University of Hertfordshire, UK) and Jason Prasad (University of Wales, UK)
Copyright: © 2014
|Pages: 31
DOI: 10.4018/978-1-4666-6190-5.ch022
Abstract
Gambling has been a part of humanity for a very long time, and references to it have been found in some of the earliest dated records. Literature on the topic has been accumulating since ancient times. The advent of Internet technology, along with its typical subsets, provides a new twist on how gambling is conducted in postmodern times. Drawing on qualitative research, this chapter examines online social gambling and real money gambling marketing communication practices and offers some insights on the development and implementation of effective marketing communication programmes. In contrast to existing studies, the chapter, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments.