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612-822-4611
Product Placement in Video Games

Product Placement in Video Games

Paperback

Marketing

ISBN10: 3639490592
ISBN13: 9783639490596
Publisher: Blues Kids Of Amer
Published: Dec 12 2013
Pages: 136
Weight: 0.46
Height: 0.32 Width: 6.00 Depth: 9.00
Language: English
The video game industry has seen great evolution in terms of technological possibilities as well as audience. These changes make advertising in video games an attractive addition to the marketing mix. But after great hype around 2007, advertising in video games has hardly been the main topic of any recent literature. The paper thus tries to update previously written literature and evaluate this additional advertising method. By reviewing updated literature and conducting expert interviews, the thesis concludes that in-game advertising will not anytime soon be able to replace any other strategy in the marketing mix. However, due to its interactive nature and the almost endless creative possibilities, it can effectively complement the marketing mix.

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