Publicidad y videojuegos: el advergaming en el entorno de los nuevos medios sociales

Abstract

Along with the evolution of the new technologies and the advertising saturation in traditional media, Advergaming has become a new way to connect brands with consumer through emotions in the recent years. But the association between advertising and videogames is not new at all, and we can find its origins if we go back in time to the beginning of the eighties. Nevertheless, this phenomenon has frequently been analyzed though a perspective based in entertainment or leisure, and only recently it has been studied under an advertising vision. Therefore, in the following investigation I will try to find and elaborate a proper definition to the concept, as well as a classification to the field of advergaming. The main goal will be to demonstrate the importance that advergaming has reached in comparison with the rest of media and its trend as a social tool for any kind of brands all over the world.