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Advertising in computer games

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dc.contributor.advisor William Uricchio. en_US Vedrashko, Ilya en_US
dc.contributor.other Massachusetts Institute of Technology. Dept. of Comparative Media Studies. en_US 2007-10-19T20:22:49Z 2007-10-19T20:22:49Z 2006 en_US 2006 en_US
dc.description Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. en_US
dc.description Includes bibliographical references (leaves [67]-[74]). en_US
dc.description.abstract This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds. en_US
dc.description.statementofresponsibility by Ilya Vedrashko. en_US
dc.format.extent 66, [8] leaves en_US
dc.language.iso eng en_US
dc.publisher Massachusetts Institute of Technology en_US
dc.rights M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. en_US
dc.subject Comparative Media Studies. en_US
dc.title Advertising in computer games en_US
dc.type Thesis en_US S.M. en_US
dc.contributor.department Massachusetts Institute of Technology. Dept. of Comparative Media Studies. en_US
dc.identifier.oclc 123290221 en_US

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