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An Assessment of “Advergames” Implementation: Analysis of Market Strategies in Digital Marketing Towards a User Experience Qualitative Rating
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Author(s): María González Salinas (Rey Juan Carlos University, Spain), María García de Blanes Sebastián (Rey Juan Carlos University, Spain)and José Ramón Sarmiento Guede (Rey Juan Carlos University, Spain)
Copyright: 2023
Pages: 34
Source title:
Big Data Marketing Strategies for Superior Customer Experience
Source Author(s)/Editor(s): Jose Ramon Saura (Rey Juan Carlos University, Spain)
DOI: 10.4018/978-1-6684-6454-0.ch006
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Abstract
This study aims at presenting a market trend in the space of video games for interacting with potential customers. The development of a video segment shows a noticeable increase in interest and tracked improvements in the user experience. As part of the implementation of the new strategy focused on consumer behavior around the advergames, the opinions of players lead to a value proposition. Additionally, the study on advergames impact and adoption of the market trend led to a seeding start-up, Devolver Digital: Devolverland Expo. In order to establish the analysis and assessment from a qualitative and quantitative base, a focused group and a questionnaire were provided in order to measure data and track its implementation. By interacting with a focus group and creating a tool for analysis, the study shows that adoption in video games and specifically, advergames, is closely related to experience as it is improved and evolving from the setting; however, this marketing method has areas for improvement within digital marketing to stand out to social ads, SEO, and SEM.
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