Dynamic In-game Advertising in 3D Digital Games. A threat or a possibility
Raatikainen, Olli (2012)
Raatikainen, Olli
NORDICOM
2012
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe202103197895
https://urn.fi/URN:NBN:fi-fe202103197895
Kuvaus
vertaisarvioitu
© 2012 the Author. Published by Nordicom. All works published by Nordicom are licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public licence (CC BY-NC-ND 4.0) and are Open Access.
© 2012 the Author. Published by Nordicom. All works published by Nordicom are licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public licence (CC BY-NC-ND 4.0) and are Open Access.
Tiivistelmä
Lately, digital games have developed concerning their use as a marketing medium. The present article is part of a study aimed at building a theoretical model for measuring and analyzing dynamic in-game advertising in 3D digital games. The study is explorative in nature, because it intends to build a new model of a real phenomenon based on one or more existing theories. Dynamic in-game advertising can be implemented in a 3D digital game without harming the gameplay experience, while still being effective from the marketer’s point of view. An optimized dynamic in-game advertisement is realistically and repeatedly, but subtly placed and interactive advertisement of a low-involvement product.
Kokoelmat
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