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Category: Business and Industry
Date Submitted: 04/26/2012 12:21 PM
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The Gaming Industry as the Nearest Future’s Leading Media for Advertisement
Thesis
Presented to the Faculty of European University
In Partial Fulfillment of the Requirements for
The Degree: MBA major in International Marketing
By: Konstantin Gelashvili
(20/12/2010)
Executive Summary
The MBA paper is presented in 70 printed pages. It contains 4 chapters and 14 paragraphs. The first chapter presents a short history of electronic devices and advertising and highlights the facts from the past where this two were intersecting. Second chapter shortly defines the advertising and analysis its relationship with its main Medias from the past: Newspapers, Radio, TV and Internet; and relying on present facts predicts the status of their future cooperation. The third chapter presents the computer games and main facts from its history. It also identifies the reasons why this Medias become so popular and proves it with the figures from different sources for last ten years. The third chapter also goes through the gaming Media’s current situation, identifies the industry’s near future with the help of its upcoming innovations and presents its current demographics on the basis of gamer based market research. This chapter also compares the game Media to other Media types popular for advertising and identifies its advantages against them. The fourth chapter identifies the advertising and games symbiosis. It also identifies the In-Game Advertisements, what it exactly means to maximise the scope and evade misunderstandings. This chapter also goes through the past and present situation of the in-game advertising, presents some memorisable examples and identifies the reasons which made some of them successful and others not. The chapter four also classifies the differentiation inside the in-game advertisement that can be identified to these days and presents them in four types, and some of...