An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Heather M. Schulz; Matthew S. Eastin

doi:10.4018/978-1-60566-792-8.ch024

An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Heather M. Schulz, Matthew S. Eastin

Research output: Chapter in Book/Report/Conference proceeding › Chapter

2 Scopus citations

Abstract

It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.

Original language	English (US)
Title of host publication	Handbook of Research on Digital Media and Advertising
Subtitle of host publication	User Generated Content Consumption
Publisher	IGI Global
Pages	480-490
Number of pages	11
ISBN (Print)	9781605667928
DOIs	https://doi.org/10.4018/978-1-60566-792-8.ch024
State	Published - 2010
Externally published	Yes

ASJC Scopus subject areas

General Economics, Econometrics and Finance

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10.4018/978-1-60566-792-8.ch024

Cite this

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An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Abstract

ASJC Scopus subject areas

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