SELF- AND CROSS-PROMOTION WITHIN DIGITAL GAMES
SELF- AND CROSS-PROMOTION WITHIN DIGITAL GAMES
Author(s): Zdenko MagoSubject(s): Media studies, Methodology and research technology, Social development, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: cross-promotion; digital games; in-game advertising; self-promotion;
Summary/Abstract: The exponential growth of online gaming in current digital-gaming sector is causing an increase in the importance of in-game advertising commercial dynamic to the detriment of in-game advertising static forms preferred in the past. Therefore, static in-game advertising found its usability in the field of self-promotion and cross-promotion. The study focuses on a qualitative analysis regarding different ways of how famous digital games developers, publishers and distributors are presenting their brands within digital games considering various forms, explicitness of presentation and integration of self-/cross-promotion in the sphere of digital games.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 336-345
- Page Count: 10
- Language: English
