Gamificación como herramienta de optimización y evaluación publicitaria

Abstract:

This study seeks to carry out a comparative analysis of the traditional and modern vision of gamification in advertising. The first of these approaches the structure of video games, but without being configured under a specific typology, in this case, it is represented by advergames, in-game and around-game. Meanwhile, the second aspect postulates gamification as a new discipline oriented to the development of game mechanics correlated with the user experience. Regarding the evaluation models, the traditional vision evidences a separation between the brand and the game. However, in the modern vision, game mechanics are imbued in the brand.

Año de publicación:

2019

Keywords:

Fuente:

google