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IN-GAME ADVERTISING: STRATEGIES AND CONCEPTS

Ludger Stammermann, Wolfgang Thomas



 

Advertising in computer games - called in-game advertising - is a promising approach for the battered advertising industry. Active players are not only to be found among children and young people, but also increasingly among 20 to 40 year olds. A completely new approach to consumers is opening up for advertisers in the entire range of online and offline games and even in virtual worlds such as Second Life.


The authors - both experienced experts in online marketing and in-game advertising - show for the first time how this new advertising medium works and what rules it is subject to. Because the changed media usage behavior, the increasingly high-quality graphics and the ever-increasing networking with online media lead to completely new possibilities for using computer games as an advertising medium. You will learn which target groups can already be reached today in relevant sizes, how to include in-game advertising in your media planning and how to integrate it into the media mix and use it cross-media.


Examples of the first campaigns by international branded companies - including H&M, Burger King and Volkswagen - clearly illustrate how this new form of advertising is used in practice. With a website for the book at www.in-game-advertising.de.


A valuable guide for marketers, media planners and game publishers who want to secure an informational advantage on advertising in computer games!

 

PUBLICATION DETAILS

LANGUAGE

BINDING

EDITION

ISBN

YEAR

PAGES

German

Paperback

9783834907028

2009

170

German

eBook

9783834995421

2009

170

OTHER NAMES

  • In-Game Advertising - Werbung in Computerspielen: Strategien und Konzepte

 

TAGS


Publishers: #Gabler (Gabler) #MediaDatenVerlag (MediaDatenVerlag)

Languages: #German

Format: #Paperback

Accessibility: N/A

Year: #Year2009


Companies:

#DoubleFusion (Double Fusion)

#EA (EA, Electronic Arts)

#IGAWorldwide (IGA Worldwide)

#MassiveInc (Massive Incorporated)


Public Figures:

N/A


Games:

#NeedForSpeed (Need For Speed)

#SecondLife (Second Life)


Misc:

#Adgame (Adgame)

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