I still have to come up with a good title..

I intend to drive this project in a direction that will allow me to explore the relations between the following concepts:

AdverGaming, Experience Economy, Viral Marketing and Guerrilla Marketing.

The relations, most importantly, have to be proved, and then synthesized in order to fully appreciate the value of them.

So far, bits and pieces of information that made me think of relations between these concepts are:

• Advergaming as a mix of Entertainment and Advertisment
• Interaction and Immersion help retention of the message marketed (Experience Economy)
• a successfully entertaining game will attract users to play the game multiple times (repetition allows effectiveness of marketing)
• mouth-to-mouth spread of the game would increase the viral potential of the campaign
• advergames can be developed in order to provide easy measurability over the campaign (Guerrilla marketing)
• new and innovative way of market messages or ideas, more effective than popups or banners

For this reason, Advergaming is thought to be a valuable resource in the marketing arsenal of a company. This project is meant to prove this hypothesis.

Problem Statement:

Basing the research on case studies, this report will analyze why AdverGaming can be a valuable resource for Xcompany as a marketing strategy.

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