| Popis: |
The diffusion of digital media technologies since the 1990s has opened many new channels through which advertisers may reach consumers. This chapter examines the manifestations and effects of advertising in video games. Although early video games rarely and purposefully included advertising, its presence in many contemporary game genres (particularly sports and racing titles) is impossible to ignore. In-game advertising has become a more than $60 million dollar industry (Gaudiosi, 2006) and is expected to grow to almost $2 billion by 2010 (Shields, 2006). The present chapter covers the history and types of advertising in video games before shifting to a discussion of research on its effectiveness. The chapter concludes by highlighting the potential of advertising in games, from both applied and research perspectives. |
