Digital Gaming and the Advertising Landscape

Abstract

Since the term advergame was f irst coined and def ined, a growing number of scholars have turned their attention toward advergames and have proposed several definitions applicable to the different purposes of their studies. None of the definitions previously proposed, however, include all of the elements that are necessary to def ine this practice precisely and to differentiate it from other marketing strategies. In this chapter, I undertake a critical review of previous definitions proposed by scholars for the term 'advergames' and I propose a new def inition for this concept.