Advergaming and In-Game Advertising

The term Advergaming is used to describe the different possibilities to advertisebrands or products with or within computer- and video games. This bookdisplays all developments that have been made from the early 1980s until2006 in the field of Advergaming. In general two different forms of Advergamingcan be distinguished. On one hand advertising a brand or product witha computer-game (done on the Internet with so-called Adgames) is often synonymouslycalled Advergames. On the other hand advertising in computerandvideo games is a phenomenon that is emerging swiftly and is describedunder the term In-Game Advertising. The aim of this book stands in a cleardefinition of the market for Advergaming a critical overview of possibilitiesfor brands to position themselves as well as the danger that underlies advertisingin games.The very actual topic of Advergaming including Adgames and In-Game Advertisingis discussed in its entireness in this book and through differentframeworks analyses elucidations and expert interviews new approachesand consolidations can be made for practitioners to better understand thedelicate high potential opportunities that Advergaming and In-Game Advertisinggives.