Advergaming applied to musical products

Abstract

Music products are widely advertised on the radio and on online video and music platforms. However, videogames are an unused communication channel for this kind of publicity. This project describes the whole process of the creation of a music game which mechanics are based on rhythm. Other games of this genre already exist, such as Voez or Deemo, but this work explores the efficiency of advergaming for musical products by using a game of this genre specifically designed for an advertising task. The music-related game created in this project, Jukebox Paradise, is a music game with rhythm based mechanics. It is used as a tool to introduce advergaming to musical products such as singles or albums. In the game, the new songs to be advertised will be the levels with which the user will play. A small-scale investigation has been undertaken in order to get information about the current publicity methods used for musical products, their likeability and effectiveness on people. It suggested that those methods were widely improvable. Likeability and effectiveness of Jukebox Paradise were also be checked, achieving amazing results such as eleven times more effectiveness and twenty times more likeability over other advertising methods for these products.