La Motivazione
admin | November 6, 2009
Final Project, 4th semester Multimedia Design. Winter ‘09.
This is the last chance to carry out a project under the protective wings of this education.
Perfect chance to end doing something cool, some well deserved fun..!
During this project I’ll be exploring the concept of Advergaming, studying the values associated with it, understanding what is it’s difference from edutainment, what has it been used for and how can it be used in new and innovative ways.
This project will be a “prosieguo” to the game design project carried out during the 3rd semester. The experience gained during that project will hopefully help me seeing through this new approach to game design.
But first of all, what does the term AdverGaming actually means?
Advergaming is an immersive mix of advertising and entertainment that takes the form of video games. [..] This interaction leads to much better retention of the product or message the product advertising is trying to get across to you. As an additional bonus, games that are especially entertaining, clever or challenging get passed on to friends, creating the viral marketing that all companies desire for their products.
An advergame can be defined so as a game with the purpose of communicating messages, marketing products or ideas, brand companies’ values etc.
I expect this project to allow me to work on both the technical aspects of this education, having to develop an application, but also on more business/communication oriented aspects, studying how advergaming can be related to experience economy and viral marketing, leading eventually to the concept of guerrilla marketing.
I will base my research on an approach as practical as possible, going through case studies of famous advergames, basing the theories learned on a solid “real life” foundation.
