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In-Game Advertising

Author

Listed:
  • Nufer, Gerd
  • Geiger, Christina

Abstract

Die Platzierung von Werbebotschaften in Video- und Computerspielen ist eine neue Werbemaßnahme, die Unternehmen zunehmend ergreifen, um Aufmerksamkeit bei den Konsumenten zu erregen. Der folgende Beitrag beschäftigt sich mit dem Markt der Video- und Computerspiele, zeigt die verschiedenen Formen des In-Game Advertising auf und verdeutlicht dessen Wirkung an Hand des Modells der Werbewirkungspfade. Ein erfolgreich umgesetztes Beispiel aus der Praxis sowie eine abschließende kritische Betrachtung verschaffen einen detaillierteren Einblick in das Thema.

Suggested Citation

  • Nufer, Gerd & Geiger, Christina, 2009. "In-Game Advertising," Reutlingen Working Papers on Marketing & Management 2009-01, Reutlingen University, ESB Business School.
  • Handle: RePEc:zbw:esbwmm:200901
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