Gamificación como Herramienta de Optimización y Evaluación Publicitaria

Translated title of the contribution: Gamification as a Tool for Optimization and Advertising Evaluation

Angel Luis Torres Toukoumidis, Luis Alfonso Alvarez Rodas, Isidro Marín Gutiérrez

Research output: Chapter in Book/Report/Conference proceedingChapter


This study seeks to carry out a comparative analysis of the traditional and modern vision of gamification in advertising. The first of these approaches the structure of video games, but without being configured under a specific typology, in this case, it is represented by advergames, in-game and around-game. Meanwhile, the second aspect postulates gamification as a new discipline oriented to the development of game mechanics correlated with the user experience. Regarding the evaluation models, the traditional vision evidences a separation between the brand and the game. However, in the modern vision, game mechanics are imbued in the brand.
Translated title of the contributionGamification as a Tool for Optimization and Advertising Evaluation
Original languageSpanish (Ecuador)
Title of host publicationCompetencia mediática y digital: Del acceso al empoderamiento
PublisherComunicar Ediciones
Number of pages9
ISBN (Print)978-84-937316-5-6
StatePublished - 15 Nov 2019


  • Advertising
  • Communication
  • Evaluation models
  • Gamification
  • Optimization
  • Optimization. gamification
  • Videogames

CACES Knowledge Areas

  • 112A Audiovisual techniques and media production


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