Gamificación como Herramienta de Optimización y Evaluación Publicitaria

Translated title of the contribution: Gamification as an optimization tool and advertising evaluation

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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.
Translated title of the contributionGamification as an optimization tool and advertising evaluation
Original languageSpanish (Ecuador)
Title of host publicationGamification as an optimization tool and advertising evaluation
PublisherComunicar Ediciones
Pages129-137
ISBN (Print)978-84-937316-5-6
StatePublished - 15 Nov 2019

Keywords

  • Advertising
  • Communication
  • Comunicación
  • Evaluation models
  • Gamificación
  • Gamification
  • Modelos de evaluación
  • Optimización.
  • Optimization.
  • Publicidad
  • Videogames
  • Videojuegos

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