Advertainment - the relation between guerrilla marketing and digital games
Advertainment - the relation between guerrilla marketing and digital games

Summary/Abstract: One of guerrilla marketing benefits, among others, is an active involvement of the advertising recipient. At the same time, the recipient participates on the dissemination and transfer of real-world experiences into the online sphere, helping to reach desired viral effect within marketing purposes. Additionally, the current interconnection with gaming sphere promoted both guerrilla marketing actions and digital games’ advertising to a new level. Similar utilization of entertainment media, including digital games, to engage audience within advertising efforts is called advertainment. In this paper, we investigate the relation between guerrilla marketing and digital games within an intersection of real-world, thus offline, and online reality taking into account the aspects of games and participation of audience.

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