Project info
- Developer Scott Adamson
- Showcase year 2021
- Programme Game Design and Production
Synopsis
This project aims to investigate how design and advertising techniques interact in a game space to create a successful advergame.
To do this, the project firstly designs and previsualises an advergame for a faux client considering their audience, goals, and objectives. This is formatted into a pitch that would be delivered to the faux client to sell the use of an advergame to them over conventional advertising means such as social media or televised advertising.
The pitch breaks down the techniques used, their effects on an audience and the value in advergaming as a genre. It also compares its success against that of conventional advertising campaigns.
To gauge the efficacy of the project, the final results are to be compared to successful examples that have made it to market and weighed against the aspects of advergame design in which they excel.
Motivation
I viewed the honours project as my last chance within a university environment to take on a passion project. I have always been interested in advertising and how its influences audiences. I found a lot of overlap between these techniques and certain areas of game design, particularly communicating information to players. For my honours project i combined these two interests and aimed my project at the hybrid of the two areas, advergaming.
Credits
“Advergames and Game Based Advertising” is a 2021 Digital Graduate Show project by Scott Adamson, a Games Design and Production student at Abertay University.
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