New business models for advertisers: The video games sector in Spain. Advergaming Vs Ingame Advertising

Abstract

The article aims the advertising efficiency video games have in Spain, which is of the utmost importance considering results from latest studies on effectiveness. Video games have become one of the most valuable platforms used by advertisers when looking for new ways to reinforce brand awareness. This study seeks to explain the reasons why brands are using the advergaming and ingame advertising in order to have their advertising messages being effectively reached by the target audience. The topic proposed in this paper deploys a qualitative research methodology focused on a bibliographic review, in-depth interviews and the analysis of several case studies. Results obtained by this research may help companies to develop effective marketing and communication strategies.

Keywords

• Video games
• advergaming
• ingame advertising - Communication strategies
• advertising tool
• new business models