Games and advertising

Inês de Seixas Duarte, António Manuel Valente de Andrade

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)


The use of games to deliver advertising messages is becoming an increasingly important trend in advertising since it allows for the reaching of certain targets which are difficult to reach with the traditional media, as well as engaging individuals through an interactive environment. This strategy is part of branded entertainment in which brands are inserted in content which consumers seek with entertainment purposes. Initially, advertising in games was made solely through the placement of products or brands in existing games, and it could be done through around-game advertising or in-game advertising. However, a new concept has arisen - the advergame - which is an advertising hybrid with the specific purpose of advertising a specific brand or product. In this new genre, the brand has absolute control over the game and doesn't have to compete for attention with other brands. In this chapter we will review the state of the art in these areas and present some arguments for and against each of these strategies.
Original languageEnglish
Title of host publicationBusiness, technological, and social dimensions of computer games
Subtitle of host publicationmultidisciplinary developments
PublisherIGI Global Publishing
Number of pages17
ISBN (Print)9781609605674
Publication statusPublished - 1 Dec 2011


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