Open AccessNew business models for advertisers: The video games sector in Spain. Advergaming Vs Ingame Advertising
Author(s) -
Ana Sebastián Morillas,
Marian Núñez Cansado,
Daniel Muñoz Sastre
Publication year - 2016
Publication title -
la revista icono 14
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.2
H-Index - 4
ISSN - 1697-8293
DOI - 10.7195/ri14.v14i2.964
Subject(s) - advertising , order (exchange) , television advertising , marketing communication , business , advertising research , marketing , finance
The article aims the advertising efficiency video games have in Spain, which is of the utmost importance considering results from latest studies on effectiveness. Video games have become one of the most valuable platforms used by advertisers when looking for new ways to reinforce brand awareness. This study seeks to explain the reasons why brands are using the advergaming and ingame advertising in order to have their advertising messages being effectively reached by the target audience. The topic proposed in this paper deploys a qualitative research methodology focused on a bibliographic review, in-depth interviews and the analysis of several case studies. Results obtained by this research may help companies to develop effective marketing and communication strategies.