Advertising in computer games
Author(s)
Vedrashko, Ilya
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Other Contributors
Massachusetts Institute of Technology. Dept. of Comparative Media Studies.
Advisor
William Uricchio.
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Show full item recordAbstract
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.
Description
Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. Includes bibliographical references (leaves [67]-[74]).
Date issued
2006Publisher
Massachusetts Institute of Technology
Keywords
Comparative Media Studies.