Abstracts Category : Other

A roadmap to designing advergames

by Diogo Martins

This paper looks into ways to design advergames and tries to incorporate memories into them. To assess it, two experimental groups were created: one watched a The Sims 2 video and another one a generic Ikea advergame. At the end, as expected, when happy memories of past experiences playing major video games were activated willingness to buy increased. Therefore, to create the biggest amount of value possible, companies should use elements of major titles, from gameplay to audio tracks, when designing an advergame, so players can relieve good times they had when paying them.Advisors/Committee Members: Martinez, Lus Fructuoso.