The term Advergaming is used to describe the different possibilities to advertise
brands or products with or within computer- and video games. This book
displays all developments that have been made from the early 1980s until
2006 in the field of Advergaming. In general two different forms of Advergaming
can be distinguished. On one hand, advertising a brand or product with
a computer-game (done on the Internet with so-called Adgames) is often synonymously
called Advergames. On the other hand, advertising in computerand
video games is a phenomenon that is emerging swiftly and is described
under the term In-Game Advertising. The aim of this book stands in a clear
definition of the market for Advergaming, a critical overview of possibilities
for brands to position themselves, as well as the danger that underlies advertising
in games.
The very actual topic of Advergaming, including Adgames and In-Game Advertising,
is discussed in its entireness in this book, and through different
frameworks, analyses, elucidations and expert interviews new approaches
and consolidations can be made for practitioners to better understand the
delicate high potential opportunities that Advergaming and In-Game Advertising
gives.