The evolution of advergames development: A study in the Netherlands Floor Aarnoutse, Linda Peursum, Fabiano Dalpiaz - 2014


Support : Références scientifiques
Author(s) : Floor Aarnoutse, Linda Peursum, Fabiano Dalpiaz
Editor :
Date : 2014
Lang : Lang


Despite our exposure to advergames, and studies about their effects, we know very little about the other side of the coin, i.e., advergames developers. In this paper, we report on a study of advergames development companies in the Netherlands. After deriving statements concerning the advergames market through three interviews, we cross-validate these statements with eight companies. Several statements are statistically significant, including the following: advergames are increasingly becoming cross-platform; the technological platforms for developing advergames have changed considerably; an increasing number of clients demand social media components in their advergames; budgets for advergames will increase; the intermediary role of advertising companies will become less prominent; companies will make more strategic choices regarding advergames; advergames that can be played for an extended period of time will become more popular and ensure customer loyalty.
References (1):
D. Djaouti, J. Alvarez, J.-P. Jessel, O. Rampnoux, "Origins of serious games" in Serious Games and Edutainment Applications, pp. 25-43, 2011, Springer. 

Keywords : Customer loyalty, Netherlands, Advergames development companies, Technological platforms, Social media components, Advertising companies