Gamevertisement
Gamevertisement
Thanks to the rise of the internet, gamevertising has found its way to the advertisers and to the people. Simply put, online gamevertising is nothing more than just a crossword-puzzle on the internet. Nowadays, a very big part of the advertisers has developed or are developing some kind of advergame to put on their website.
When people surf on the internet, the thing they look for is interesting content. Online games meet this need and are therefore an excellent way for advertisers to communicate with their potential customers. They can make contact with them in an indirect way. Next to that, more and more people in the world are able to reap the benefits of broadband internet. This makes people able to play online advergames more easily without having to undergo long load times.
It’s also important for advertisers to realize that not only kids play these advergames. A Dutch research bureau found out that around 60% of all advergame-players are 25 years or older. The total revenue of all advertising-campaigns on the internet in 2007 was 13.5 billion Euros, according to the Interactive Advertising Bureau and PricewaterhouseCoopers.
Online gamevertising can be divided into three different aspects
1. In-game advertising: this is the advertising of a brand in a computer game such as Fifa (a soccer game where there are advertisements on the virtual billboards around the soccer field)
2. Online game sponsoring: an advertiser can also sponsor an online game and put prizes in exchange for the appearance of the name of the advertiser and his or her logo.
3. Gamevertisement: this is the main topic of both our papers. It’s a multi-purpose form of online marketing communication, which makes it more interesting for advertisers than the in-game advertising or the online game sponsoring.
There are three kinds of gamevertising campaigns.
1. Confection games: these are games which are created by...
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