In-game marketing

Bachelor thesis Czech RESTRICTED
Neuheisl, Lukáš;
(2017)
  • Subject: in-game advertising; advergaming; chování hráčů; gamifikace; product placement; downloadable content; digital games; In-game marketing; gamers' behaviour; mikrotransakce; gamification; licencovaný obsah; microtransactions; licensed content; digitální hry
    acm: ComputingMilieux_PERSONALCOMPUTING

The bachelor's thesis is dedicated to the in-game marketing: marketing in digital games. Apart from usual mechanics, such as microtransactions, monthly membership payments, paid downloadable content or in-game advertising this thesis describes the game as a marketing to... View more
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