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.
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2 of 2 people found the following review helpful:
3.0 out of 5 stars
Stuck in the middle - not a book, not a report,
This review is from: Advergaming and In-Game Advertising: An Approach to the next Generation of Advertising (Paperback)
Excerpt from my full review:
Let me say upfront, that I appreciate this is in actual fact a master-thesis that has been repackaged as a book - in other words, some academic rules have to be followed, which do not always co-incide with readability. Generally speaking this is a pleasant read, giving a nice overview of what's been happening in gamevertising - but it sits in an uncomfortable middle ground. It's too expensive and academic for a straight forward book, but it's not comprehensive enough, and especially lacks a direction and an opinion to serve as a high end report. Again, my general position on this book is that it's not too bad at all. There's a lot of excellent examples, good research notes, links and visuals. If that we're all to it, I could stop here, and tell you all to go and buy it. But there's a few negative points I have to make too. Whereas the framework he is proposing from a marketing point of view, integrating into the four P's, certainly warrants further investigation, there are two particular elements that irritated me. In his set-up he names the whole category as Advergaming, and then breaks it down into two subsections, Adgames and In-game advertising. However, in the field, generally we speak about Gamevertising as the category, with the subsets advergaming (i.e. the game itself as the advertising medium) and in-game advertising (i.e. the game exists independently of the ads). Secondly he introduces the term En-game-ment, as a new monniker for Serious Games. I understand what he's trying to do here, but it's a horrid word, and just doesnt work. Also, I don't really see the need to replace the well-established term 'Serious Games'. Another gripe: he falls into traps many marketers are still susceptible to - for instance taking the opinions of small but highly vocal groups on a specific forum as indicative for the stance of the general audience. The risk of 'negative brand interaction' is highlighted as well - which I think is taken far too serious by traditional marketers. Will your opinion of a brand change simply because you can shoot at a billboard, or because somebody else has shot at that billboard? I don't think so. What I miss most, however, is the lack of conclusions, opinions, advice. Maybe it's due to the set-up he (had to) chose with his professor, but for a book sold to the general public it's a serious omission. Any reader not well immersed in the industry or research will feel confused at the end - "OK, now I know all these examples, but what should I do?" [...]
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