Nuevas Estrategias Publicitarias en los Videojuegos: Advergaming, In-GameAdvertising, Product-Placement y Brand-Placement

• Autores: Omar Juan Ietum Tomé, Blanca Piñeiro Torres, Beatriz Legerén Lago
• Localización: Avanca / Cinema 2012 / Cine Clube de Avanca (dir.), 2012, ISBN 978-989-96858-2-6, págs. 1270-1280
• Idioma: varios idiomas
• Texto completo no disponible (Saber más ...)
• Resumen

  • This article analyzes the advertising potential of video games as part of marketing strategies of companies, and thedefinition of the concept and the types of formats that has developed: Advergaming, In-Game Advertising, ProductPlacement and Brand Placement. Also examining the benefits it generates for a company or corporation in relationswith its stakeholders, through case studies of Electronic Arts and 2K Sports.