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- Publisher
- de Gruyter
- Copyright
- Copyright © 2012 by the
- ISSN
- 2001-5119
- eISSN
- 2001-5119
- DOI
- 10.2478/nor-2013-0016
- Publisher site
- See Article on Publisher Site
Abstract
Abstract 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.
Journal
Nordicom Review – de Gruyter
Published: Dec 1, 2012