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Markenkommunikation und Werbung im Metaverse: Immersion und Interaktion in Advergames und Adverworlds

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  • Hesse, Andreas

Abstract

Der vorliegende Beitrag zeigt eine Möglichkeit auf, die Zukunft von Markenkommunikation und Werbung im Metaverse zu antizipieren. Advergames und Adverworlds ermöglichen es Marken, als Teil eines spielerischen Unterhaltungsangebotes aufzutreten und ihre Beziehung zu Nutzerinnen und Nutzern zu pflegen. Diverse Marken nutzen bereits die Vorboten des Metaverse, um mit solchen immersiveren und interaktiveren Kommunikationsansätzen Erfahrungen zu sammeln. Unternehmen müssen dabei auf eine hohe Verbreitung von VR-Geräten hoffen, die die Voraussetzungen für optimierte Medienerlebnisse schaffen. Gleichsam müssen Markenverantwortliche die richtige Balance zwischen Entertainment und Vermarktung finden, ohne dass Metaverse kommerziell auszuschlachten.

Suggested Citation

  • Hesse, Andreas, 2023. "Markenkommunikation und Werbung im Metaverse: Immersion und Interaktion in Advergames und Adverworlds," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 8(01/2023), pages 77-89.
    • Handle: RePEc:zbw:afmpwm:289793
    DOI: 10.15459/95451.61
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