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Product Placement in Video Games

Product Placement in Video Games

Oliver Kopinits

69,82 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2013
Materia
Ventas y marketing
ISBN:
9783639490596
69,82 €
IVA incluido
Disponible

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Sobre IBD

The video game industry has seen great evolution in terms of technological possibilities as well as audience. These changes make advertising in video games an attractive addition to the marketing mix. But after great hype around 2007, advertising in video games has hardly been the main topic of any recent literature. The paper thus tries to update previously written literature and evaluate this additional advertising method. By reviewing updated literature and conducting expert interviews, the thesis concludes that in-game advertising will not anytime soon be able to replace any other strategy in the marketing mix. However, due to its interactive nature and the almost endless creative possibilities, it can effectively complement the marketing mix.

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