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Werbung in der Welt der Spiele: Eine Analyse der In-Game-Werbung

Werbung in der Welt der Spiele: Eine Analyse der In-Game-Werbung

          
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About the Book

Ziel dieser Arbeit ist es, die Welt der elektronischen Spiele zu erforschen und zu untersuchen, wie und warum sie im Laufe der Jahre zu einem Marketinginstrument geworden sind, das sich dem Bereich der Werbung und Propaganda annähert und dessen kulturelle Verbreitung immanent ist. Außerdem wird die Entwicklung der Videospiele beschrieben, wobei die Tatsache hervorgehoben wird, dass sie immer effektiver mit den heutigen Verbrauchern kommunizieren, die aufgrund des ständigen technologischen Fortschritts immer anspruchsvoller, segmentierter und als aktive Elemente in den Kommunikationsprozess einbezogen werden. Die Arbeit stellt die verschiedenen existierenden Techniken im Bereich der Werbung vor, die verwendet werden, um eine Werbung in das virtuelle Universum elektronischer Spiele zu übertragen, wie Advergames, Product Placement, ARGs und die Technik, die in dieser Arbeit eingehender untersucht wird, In-Game Advertising. Es werden einige der frühesten Beispiele für In-Game-Werbung bis zum heutigen Tag angeführt sowie eine Studie über ein Spiel im Besonderen (Pro Evolution Soccer 2017), um ihre Anwendbarkeit besser zu verdeutlichen und über die Erträge nachzudenken, die durch den Einsatz dieser Strategie erzielt werden, die immer wichtiger wird.


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Product Details
  • ISBN-13: 9786208194086
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Verlag Unser Wissen
  • Height: 229 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Weight: 104 gr
  • ISBN-10: 6208194083
  • Publisher Date: 17 Oct 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Analyse der In-Game-Werbung
  • Width: 152 mm


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Werbung in der Welt der Spiele: Eine Analyse der In-Game-Werbung
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