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An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating

An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating

María González Salinas, María García de Blanes Sebastián, José Ramón Sarmiento Guede
Copyright: © 2023 |Pages: 34
ISBN13: 9781668464540|ISBN10: 1668464543|ISBN13 Softcover: 9781668464557|EISBN13: 9781668464564
DOI: 10.4018/978-1-6684-6454-0.ch006
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MLA

Salinas, María González, et al. "An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating." Big Data Marketing Strategies for Superior Customer Experience, edited by Jose Ramon Saura, IGI Global, 2023, pp. 131-164. https://doi.org/10.4018/978-1-6684-6454-0.ch006

APA

Salinas, M. G., Sebastián, M. G., & Guede, J. R. (2023). An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating. In J. Saura (Ed.), Big Data Marketing Strategies for Superior Customer Experience (pp. 131-164). IGI Global. https://doi.org/10.4018/978-1-6684-6454-0.ch006

Chicago

Salinas, María González, María García de Blanes Sebastián, and José Ramón Sarmiento Guede. "An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating." In Big Data Marketing Strategies for Superior Customer Experience, edited by Jose Ramon Saura, 131-164. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-6454-0.ch006

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Abstract

This study aims at presenting a market trend in the space of video games for interacting with potential customers. The development of a video segment shows a noticeable increase in interest and tracked improvements in the user experience. As part of the implementation of the new strategy focused on consumer behavior around the advergames, the opinions of players lead to a value proposition. Additionally, the study on advergames impact and adoption of the market trend led to a seeding start-up, Devolver Digital: Devolverland Expo. In order to establish the analysis and assessment from a qualitative and quantitative base, a focused group and a questionnaire were provided in order to measure data and track its implementation. By interacting with a focus group and creating a tool for analysis, the study shows that adoption in video games and specifically, advergames, is closely related to experience as it is improved and evolving from the setting; however, this marketing method has areas for improvement within digital marketing to stand out to social ads, SEO, and SEM.

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