The communicative role of advertisements in Digital games

Document Type : Original Article

Authors

1 Assistant lecturer at the graphic design program School of Arts and Design New Giza University -Egypt.

2 Professor of Advertising Design-Advertising Department Faculty of Applied Arts-Helwan University-Egypt.

Abstract

The electronic gaming industry relies on creating an emotional connection between players and the game, transforming them into active participants. This allows them to feel empowered and in control, fostering interaction in a more adventurous and vibrant environment. Therefore, a framework has been developed for advertising messages using digital games, offering a variety of advertising opportunities ranging from 2D illustrated ads with lower adventure levels to more comprehensive and detailed integration processes in 3D games. This aims to avoid viewer fatigue by using subconscious elements and motivators in the design of advertising games that help persuade the recipient of the advertised idea and respond positively to the advertising message. It facilitates the transition between game levels by removing as many barriers as possible for the player, adhering to the rules of the game, and providing benefits and services based on social, ethical, political, and social norms. The dialogue used with friends and family about the game and the advertised product.

There are various types of in-game advertising, which can either be static ads that complement the game's design (such as banners and interstitial ads between game levels before/after gameplay without interrupting the overall user experience, sponsorships as part of the game environment or level, through "Game Skinning," in-game portal sponsorships, or cross-promotion with different industries or products directed at potential new audiences) or dynamic interactive ads connected with ad servers and players.

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