<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></abstract>

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.

Dynamic In-game Advertising in 3D Digital Games

Nordicom Review

A Threat and a Possibility

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...

Dynamic In-game Advertising in 3D Digital Games

Publié en ligne: 21 mai 2013

Pages: 93 - 102

DOI: https://doi.org/10.2478/nor-2013-0016

Mots clés
in-game advertising, dynamic in-game advertising, gameplay experience, marketing communication, digital game

This content is open access.

Dynamic In-game Advertising in 3D Digital Games

Publié en ligne: 21 mai 2013

Pages: 93 - 102

DOI: https://doi.org/10.2478/nor-2013-0016

Mots clésin-game advertising, dynamic in-game advertising, gameplay experience, marketing communication, digital game

This content is open access.

Mots clés
in-game advertising, dynamic in-game advertising, gameplay experience, marketing communication, digital game