Chapter 2 Advertising “In” and “Around” Games

The 30-second television spot may be under siege by digital video recorders and changing media consumption habits, but the ten-second video advertisement is alive and well in the realm of video games. As are, for that matter, sponsorships, product placements, and other well-understood forms of advertising. Games are becoming as viable an advertising medium as television ever was—it just took a while for marketers to come around.

In fact, the simplest forms of game-based marketing are direct descendants of common advertising techniques, such as commercials and product placements, which were initially developed for print media, television, and film. These techniques are backed by decades of experience ...

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