Advertising in computer games

• Main Author: Vedrashko, Ilya
• Other Authors: William Uricchio.
• Format: Others
• Language: English
• Published: Massachusetts Institute of Technology 2007
• Subjects: Comparative Media Studies.
• Online Access: http://hdl.handle.net/1721.1/39144

Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. === Includes bibliographical references (leaves [67]-[74]). === 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. === by Ilya Vedrashko. === S.M.