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. 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 contribution | Gamification as a Tool for Optimization and Advertising Evaluation |
---|---|
Original language | Spanish (Ecuador) |
Title of host publication | Competencia mediática y digital: Del acceso al empoderamiento |
Publisher | Comunicar Ediciones |
Pages | 1-9 |
Number of pages | 9 |
ISBN (Print) | 978-84-937316-5-6 |
State | Published - 15 Nov 2019 |
Keywords
- Advertising
- Communication
- Evaluation models
- Gamification
- Optimization
- Optimization. gamification
- Videogames
CACES Knowledge Areas
- 112A Audiovisual techniques and media production