Dynamic In-game Advertising in 3D Digital Games A Threat and a Possibility

dc.contributor.author	Raatikainen, Olli
dc.contributor.editor	Carlsson, Ulla
dc.date.accessioned	2014-11-14T13:15:22Z
dc.date.available	2014-11-14T13:15:22Z
dc.date.issued	2012-12
dc.identifier.isbn	978-91-86523-57-2
dc.identifier.uri	http://hdl.handle.net/2077/37415
dc.description.abstract	Lately, digital games have developed concerning their use as a marketing medium. The present article is part of a study aimed at building a theoretical model for measuring and analyzing dynamic in-game advertising in 3D digital games. The study is explorative in nature, because it intends to build a new model of a real phenomenon based on one or more existing theories. Dynamic in-game advertising can be implemented in a 3D digital game without harming the gameplay experience, while still being effective from the marketer’s point of view. An optimized dynamic in-game advertisement is realistically and repeatedly, but subtly placed and interactive advertisement of a low-involvement product.	sv
dc.format.extent	10	sv
dc.language.iso	eng	sv
dc.publisher	Nordic Council of Ministers, Nordicom	sv
dc.subject	in-game advertising	sv
dc.subject	Dynamic in-game advertising	sv
dc.subject	gameplay experience	sv
dc.subject	digital game	sv
dc.subject	marketing communiation	sv
dc.title	Dynamic In-game Advertising in 3D Digital Games A Threat and a Possibility	sv
dc.type	Text	sv
dc.type.svep	article, peer reviewed scientific	sv