Dynamic In-game Advertising in 3D Digital Games: A Threat and a Possibility

• Autores: Olli Raatikainen
• Localización: Nordicom review: Nordic research on media & communication, ISSN 1403-1108, Vol. 33, Nº. 2, 2012, págs. 93-102
• Idioma: inglés
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• Resumen

  • 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.