The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psych...

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Bibliographic Details
Published in:Journal of advertising 2013-04, Vol.42 (2-3), p.95-112
Main Authors: Terlutter, Ralf, Capella, Michael L.
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Analysis
Blueberries
Brand identification
Brands
Computer & video games
Computerspiel
Digital technology
Games
Gamification
Internet/Web advertising
Literature reviews
Online advertising
Product placement
Social factors
Social impact
Social networks
Social Web
Stimulus
Studies
U.S.A
Video game advertising
Werbewirkung
Werbung
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