Literatura académica sobre el tema "Advertising Viral marketing. Video games"

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

This chapter signals the implications of a shift in production and distribution practices of online advertising in an age of computer network-facilitated participation. It explores online entertainment forms such as games and films that are increasingly being used as an integral part of online advertising strategies to promote goods and services to potential consumers. These “advertainments,” as they are often referred to, exemplify the linkage of commercial goals with cultural texts through creating engaging experiences, initiated by commercial corporations for solid reasons of promotion and profit, enabled by computer networks, and given form by various members of the public.

Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic entertainment – in the sense of image transfer from the video game to the brand. Specifically, this chapter focuses on the emotions evoked by the video game. Therefore, the present study develops a scale of emotions adapted to the theme of this research. Additionally, this study analyses the differences between types of product placement and their effects in the image transfer. All conclusions are extracted from the concept map technique.

Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

According to the World Tourism Organization (UNWTO), in 2017 tourism had the greatest international growth in seven years, and in 2018, international tourism grew 5% reaching the mark of 1.4 billion, a figure reached two years earlier than predicted. At the same time, in the last 40 years, the video game industry has grown steadily, with games beginning to be seen as one of the primary sources of entertainment. However, there are still few studies analyzing the impact of advertising tourist destinations on digital platforms such as video games. The use of video games in the tourist context may be an inspirational tool, supporting the development of new advertising strategies for tourism marketing. Although the connection between tourism and cinema is widely documented, little research has demonstrated a credible correlation between video games and tourists' attitude towards destinations.

Advergames can be defined as online games that incorporate marketing content. Initially, many companies have placed their brands or logos in the virtual environment of computer games launched by specialised gaming firms. However, this form of advergaming is rather static and ineffective, since the player is concentrated on the task required by the game and might not acknowledge the brand image displayed in the background. This limitation has encouraged the firms to create their own advergames, which are developed around a theme or a character directly related with their products and/or brands. In order to ensure a large diffusion of these games, they were made freely available on the Internet. The facilities offered by the Internet platform have increased the interactiveness of the game, and have added a viral marketing dimension. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. The use of advergames corresponds well to a strategy of viral marketing, which incorporates the following principles: 1. Give away products or services 2. Provide for effortless transfer to others of these products/services 3. Scale easily from a small to a very large audience 4. Exploit common customer motivations and behaviours 5. Utilise existing communication networks to transfer the products/services, or messages about them 6. Take advantage of others’ resources (existing users/customers) The interest in advergames has substantially increased in the last 5 years because of its perceived advantages (FreshGames, 2002; WebResource, 2004): • Low-cost marketing in comparison with the traditional advertising channels, such as TV and radio • A captured audience that can transmit valuable personal information about its demographic profile, behaviour, needs, attitudes, and preferences • Customer retention: the average time spent in an advergame is 7 to 30 minutes, which cannot be reached in the case of a classical TV advertisement • Viral marketing: 81% of the players will e-mail their friends to try a good game All these data demonstrate the huge potential of advergames (Rodgers, 2004). However, despite the hype created by this new advertising method, most of the information describing or debating advergames is professionally-oriented, often written in an advertising style (DeCollibus, 2002; Hartsock, 00 ; Intrapromote, 2004). Very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers’ perceptions and behaviour (Hernandez, Chapa, Minor, Maldonaldo, & Barranzuela, 2004; Nelson, 2002). This article attempts to identify, based on the existent professional literature, the specific characteristics of an efficient advergame, and to verify the existence of these characteristics in 70 advergames that are active online.

E-sports within the gaming industry characterize an economic sector that is engaged in the developing, marketing, and sale of video games. They represent many opportunities for advertising and public relations, which are very important to increase the visibility of e-sports. The use of both has proved far more effective, because it allowed a rapid increase in their popularity. The aim of this chapter is to compare the use of public relations and advertising in e-sports and to determine their appropriateness. So, the relationship between public relations, advertising, and e-sports is developed and researched for the first time here. The authors used qualitative comparative analysis between public relations and advertising in the context of e-sports based on Natus Vincere, one of the most important Ukrainian organizations in the gaming industry. The rise of the gaming industry and recent success of e-sports demonstrate the profitable economic potentials of gaming spectatorship.

E-sports within the gaming industry characterize an economic sector that is engaged in the developing, marketing, and sale of video games. They represent many opportunities for advertising and public relations, which are very important to increase the visibility of e-sports. The use of both has proved far more effective, because it allowed a rapid increase in their popularity. The aim of this chapter is to compare the use of public relations and advertising in e-sports and to determine their appropriateness. So, the relationship between public relations, advertising, and e-sports is developed and researched for the first time here. The authors used qualitative comparative analysis between public relations and advertising in the context of e-sports based on Natus Vincere, one of the most important Ukrainian organizations in the gaming industry. The rise of the gaming industry and recent success of e-sports demonstrate the profitable economic potentials of gaming spectatorship.