Analysis of Digital Data on Advergame Trends in Advertising

Oyola-Enciso K.L.; Afaraya-Sinacay C.L.; Turriate-Guzman A.M.; Bravo-Guevara D.R. · Lecture Notes in Networks and Systems (2023) · DOI: 10.1007/978-981-99-1726-6_46

Resumen

Currently, advertising is in constant transformation and adaptation to follow new trends and make inroads in the video game industry, i.e., the advergame boom. This marketing tool used in advertising seeks to cause impact, generate new strategies to attract consumers, and explore new markets. The advergame builds user loyalty through playful experiences that represent the values, differentiators, and characteristic features of brands. Therefore, this article aims to document the influence and effectiveness of this medium in advertising and positioning brands. Through keywords, a search was carried out in the EBSCO database. Inclusion and exclusion criteria were also applied to select 18 texts. The analysis was conducted to achieve the objective and answer the research question: What is the trend of studies on video game advertising between 2010 and 2020 in Ibero-America? © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Instituciones: Universidad Privada del Norte