What is the influence of culture in advergame design?
Games are powerful tools that engage and motivate people to perform many different tasks. This opens a new paradigm for advertising and interactive marketing in a multicultural world.
In this scenario, advergames emerge as a way to connect with consumers through meaningful interactions. The challenge, however, is to understand such relationship in a cultural setting.
This is the main focus in this conceptual paper where we review significant studies involving advergame design and cross-cultural consumer behaviour. This led to the development of a conceptual framework for the analysis of advergame design on cross-cultural consumer behaviour.
The value and contribution of this paper lies in the framework and the new possibilities for studies that address cultural issues and games.
Reference: Wanick, Vanissa, Ranchhod, Ashok and Wills, Gary (2014) Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour. In, 4th INTERREG Conference Global Culture and Creativity: from Design to Innovation and Enterprise?, Winchester, GB.