Advergaming jako innowacyjna forma reklamowa
Advergaming as an Innovative Advertising Form

Summary/Abstract: Advergames are an increasingly popular advertising tool in the modern advertising market. The main purpose of this study is to identify the acceptance level and analyze players' opinions in relation to advergaming. A questionnaire was carried out, which allowed to indicate significant trends in the subject, as well as to obtain answers to the questions asked. Analyzing the results obtained, it can be concluded that gaming ads are not fully accepted by players. Only 15.2% accept it, and for 24.3% they are indifferent. In the area of gender influence on opinions, it can be stated that gender is important in identifying the behaviour of players. In some areas the differences are great and there are no differences in others. Advergames is an effective marketing innovation that, thanks to the connection to the internet, allows ubiquitous and adequate access to the recipients.

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