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 contribution||Gamification as an optimization tool and advertising evaluation|
|Original language||Spanish (Ecuador)|
|Title of host publication||Gamification as an optimization tool and advertising evaluation|
|State||Published - 15 Nov 2019|
- Evaluation models
- Modelos de evaluación