Digital Gaming and the Advertising Landscape
Digital Gaming and the Advertising Landscape
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Acknowledgements Preliminary Notes ii Preface v Introduction Part I: Digital Games as an Advertising Medium Chapter 1: Advergames' Definition Chapter 2. Advergames' History Chapter 3. Advergames' Effectiveness Part II. Persuading Players though Digital Games Chapter 4. The Procedural School: A Critical Analysis Chapter 5. Persuasion through Digital Games: A Theoretical Model Part III. Advertising through Digital Games Chapter 6. Persuasive Strategies for Advergames Chapter 7. A Case Study: Tem de Tank Conclusions References Ludography Index

Teresa de la Hera

Digital Gaming and the Advertising Landscape

The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. However, despite the increasing interest in this marketing strategy, the potential of digital games as a medium to convey advertising messages remains unexploited.

Digital Gaming and the Advertising Landscape explores the different ways advertising messages can be embedded within digital games. An interdisciplinary approach is used to help explain how persuasive communication works within digital games. It does so by forging new links within the area of game studies where the emphasis of this book clearly lies, while also taking up new subjects such as design theories and their relation to games as well as how this relationship may be used in a practical context.

Teresa de la Hera

Teresa de la Hera is University Lecturer at Erasmus University Rotterdam where she is member of the Erasmus Research Centre for Media, Communication and Culture and the Research Cluster Gaming Matters. She has been visiting scholar at the University of Amsterdam, and has worked as a researcher at the Centre for the Study of Digital Games and Play at Utrecht University, as well as the communication studies department of the University of Santiago de Compostela (Spain).