Dynamic In-game Advertising in 3D Digital Games
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...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Sciendo
2012-12-01
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| Series: | Nordicom Review |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/nor-2013-0016 |
| _version_ | 1797759791066513408 |
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| author | Raatikainen Olli |
| author_facet | Raatikainen Olli |
| author_sort | Raatikainen Olli |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T18:49:31Z |
| format | Article |
| id | doaj.art-55a515ce0c644653abae8e7e7b2aacd8 |
| institution | Directory Open Access Journal |
| issn | 2001-5119 |
| language | English |
| last_indexed | 2024-03-12T18:49:31Z |
| publishDate | 2012-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Nordicom Review |
| spelling | doaj.art-55a515ce0c644653abae8e7e7b2aacd82023-08-02T07:20:14ZengSciendoNordicom Review2001-51192012-12-013329310210.2478/nor-2013-0016Dynamic In-game Advertising in 3D Digital GamesRaatikainen OlliLately, 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.https://doi.org/10.2478/nor-2013-0016in-game advertisingdynamic in-game advertisinggameplay experiencemarketing communicationdigital game |
| spellingShingle | Raatikainen Olli Dynamic In-game Advertising in 3D Digital Games Nordicom Review in-game advertising dynamic in-game advertising gameplay experience marketing communication digital game |
| title | Dynamic In-game Advertising in 3D Digital Games |
| title_full | Dynamic In-game Advertising in 3D Digital Games |
| title_fullStr | Dynamic In-game Advertising in 3D Digital Games |
| title_full_unstemmed | Dynamic In-game Advertising in 3D Digital Games |
| title_short | Dynamic In-game Advertising in 3D Digital Games |
| title_sort | dynamic in game advertising in 3d digital games |
| topic | in-game advertising dynamic in-game advertising gameplay experience marketing communication digital game |
| url | https://doi.org/10.2478/nor-2013-0016 |
| work_keys_str_mv | AT raatikainenolli dynamicingameadvertisingin3ddigitalgames |