Dynamic In-game Advertising in 3D Digital Games A Threat and a Possibility
| dc.contributor.author | Raatikainen, Olli | |
| dc.contributor.editor | Carlsson, Ulla | |
| dc.date.accessioned | 2014-11-14T13:15:22Z | |
| dc.date.available | 2014-11-14T13:15:22Z | |
| dc.date.issued | 2012-12 | |
| dc.description.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. | sv |
| dc.format.extent | 10 | sv |
| dc.identifier.isbn | 978-91-86523-57-2 | |
| dc.identifier.uri | http://hdl.handle.net/2077/37415 | |
| dc.language.iso | eng | sv |
| dc.publisher | Nordic Council of Ministers, Nordicom | sv |
| dc.subject | in-game advertising | sv |
| dc.subject | Dynamic in-game advertising | sv |
| dc.subject | gameplay experience | sv |
| dc.subject | digital game | sv |
| dc.subject | marketing communiation | sv |
| dc.title | Dynamic In-game Advertising in 3D Digital Games A Threat and a Possibility | sv |
| dc.type | Text | sv |
| dc.type.svep | article, peer reviewed scientific | sv |