The evolution of advergames development: A study in the Netherlands

Aarnoutse, Floor; Peursum, Linda; Dalpiaz, Fabiano

doi:10.1109/gem.2014.7048097

Cited by 5 publications

(3 citation statements)

References 17 publications

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“…Companies are increasingly using advertising in digital games in their marketing communication strategy. This trend started in the eighties, when marketers started to embedded product placements in video games as an early type of advergaming (Aarnoutse, Peursum, Dalpiaz, 2014). However, the term 'advergame' (advertising game) was introduced to marketing literature by Tony Giallourakis in 2000 (Kiraci, 2014).…”

Section: Forms Of Advertising In Digital Gamesmentioning

confidence: 99%

“…The specific group of recipients of advergaming are children. Reaching out to them through this channel of communication requires not only an analysis of its efficacy as an advertising tool, but preventing its potentially harmful effect on children (Aarnoutse et al, 2014;Budzanowska-Drzewiecka, 2015). The studies on the in-game advertising targeted to children are often focused on advergames.…”

Section: Advertising In Digital Games Targeted To Children -Areas Formentioning

confidence: 99%

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Advertising in digital games targeted to children

Budzanowska-Drzewiecka

2016

Marketing I Zarządzanie

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The article is an attempt to systematize and describe ways to reach out with the marketing message to children through games. Based on a review of the literature, the attempts to organize forms of advertising in digital games (advergaming) were made. The paper also tries to identify the research areas arising from the use of these advertising activities for a specific subsegment of the market of young consumers-children.

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Section: Forms Of Advertising In Digital Gamesmentioning

confidence: 99%

Section: Advertising In Digital Games Targeted To Children -Areas Formentioning

confidence: 99%

Advertising in digital games targeted to children

Budzanowska-Drzewiecka

2016

Marketing I Zarządzanie

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“…The development cost of Call of Duty Modern Warfare 2 was between 40$ million -50$ million, with a marketing and release budget of $200 million [13]. Other aspects that highlight the market widening are the intersection between toys and games [14], the phenomenon of in-game advertising [15] and the importance of press and user critics [16].…”

Section: Introductionmentioning

confidence: 99%

Affective level design for a role-playing videogame evaluated by a brain–computer interface and machine learning methods

2016

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Game science has become a research field, which attracts industry attention due to a worldwide rich sell-market. To understand the player experience, concepts like flow or boredom mental states require formalization and empirical investigation, taking advantage of the objective data that psychophysiological methods like electroencephalography (EEG) can provide. This work studies the affective ludology and shows two different game levels for Neverwinter Nights 2 developed with the aim to manipulate emotions; two sets of affective design guidelines are presented, with a rigorous formalization that considers the characteristics of role-playing genre and its specific gameplay. An empirical investigation with a brain–computer interface headset has been conducted: by extracting numerical data features, machine learning techniques classify the different activities of the gaming sessions (task and events) to verify if their design differentiation coincides with the affective one. The observed results, also supported by subjective questionnaires data, confirm the goodness of the proposed guidelines, suggesting that this evaluation methodology could be extended to other evaluation tasks

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