Productive play 2.0

The logic of in-game advertising

Research output: Contribution to journalArticleResearchpeer-review

2 Citations (Scopus)

Abstract

Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

Original languageEnglish
Pages (from-to)66-76
Number of pages11
JournalMedia International Australia
Issue number130
Publication statusPublished - Feb 2009
Externally publishedYes

Cite this

@article{3b6351a2aef64e9cb0bc0f4c5049a5ac,
title = "Productive play 2.0: The logic of in-game advertising",
abstract = "Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.",
author = "Mark Andrejevic",
year = "2009",
month = "2",
language = "English",
pages = "66--76",
journal = "Media International Australia Incorporating Culture and Policy",
issn = "1329-878X",
publisher = "SAGE Publications Ltd",
number = "130",

}

Productive play 2.0 : The logic of in-game advertising. / Andrejevic, Mark.

In: Media International Australia, No. 130, 02.2009, p. 66-76.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Productive play 2.0

T2 - The logic of in-game advertising

AU - Andrejevic, Mark

PY - 2009/2

Y1 - 2009/2

N2 - Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

AB - Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

UR - http://www.scopus.com/inward/record.url?scp=80053544644&partnerID=8YFLogxK

M3 - Article

SP - 66

EP - 76

JO - Media International Australia Incorporating Culture and Policy

JF - Media International Australia Incorporating Culture and Policy

SN - 1329-878X

IS - 130

ER -