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Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising

Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising

Aanchal Aggarwal, Nupur Arora
Copyright: © 2019 |Pages: 13
ISBN13: 9781522560647|ISBN10: 1522560645|ISBN13 Softcover: 9781522587781|EISBN13: 9781522560654
DOI: 10.4018/978-1-5225-6064-7.ch002
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MLA

Aggarwal, Aanchal, and Nupur Arora. "Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising." Application of Gaming in New Media Marketing, edited by Pratika Mishra and Swati Oberoi Dham, IGI Global, 2019, pp. 23-35. https://doi.org/10.4018/978-1-5225-6064-7.ch002

APA

Aggarwal, A. & Arora, N. (2019). Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising. In P. Mishra & S. Dham (Eds.), Application of Gaming in New Media Marketing (pp. 23-35). IGI Global. https://doi.org/10.4018/978-1-5225-6064-7.ch002

Chicago

Aggarwal, Aanchal, and Nupur Arora. "Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising." In Application of Gaming in New Media Marketing, edited by Pratika Mishra and Swati Oberoi Dham, 23-35. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6064-7.ch002

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Abstract

This chapter will expound on the concept of gamification and its adoption by various brands. It will be focusing on advergaming, which is one of the very famous applications of gamification. The chapter will elucidate the various launch details of advergaming applications by various firms and brand websites including online games, social network sites, and interactive digital television. It will also discuss the techniques underlying gamification, which include game mechanics and game dynamics, which will also reveal the impact of advergaming on consumer engagement and decision making to buy a product or not and also the benefits to the brand site. The chapter will also explain the techniques and strategies of advergaming used by various product websites nationally and internationally and their effect on consumers and the product or brand websites.

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