Publicidad in-Game. Los videojuegos como soporte publicitario

Abstract

Video games have become a prime choice of entertainment not only for young people but also in adults or women. Development Studies advertisers and organizations that mediate between them have discovered the potential of videogames as a medium for marketing communication. Thus, the advergame and the in-game advertising have become a powerful and dynamic medium for communicating ideas, products, services or items in an original manner, which also offers video game development studios an interesting way for finding receiving incomes. Advertisers can choose both traditional media –billboards, opis, etc.– as novel media –including fantastic or simply impossible in the real world. In the case of in-game advertising can offer the advertiser the player's direct interaction with the brand, providing in this case the player a positive impact on the narrative, when the advertising is relevant and poster-levels of memory very positive, higher than those shown in traditional media, plus the construction of discourse of the brand through interaction with the player. This article examines and clarifies the concepts of advertainment, advergames and in-game advertising, examines the current state of game development industry in relation to advertising spending in that environment, and studies the effects of advertising in -game generates among gamers.