This study examines the design and forms of already implemented fake ads on mobile games, concentrating particularly on the case study of originally fictional 'pull the pin' mechanics devised for this purpose and utilized by several games' promotions. Utilizing ads presenting fake gameplay footage, which can mislead potential new gamers and lure them to install such games, has become quite common and tolerated advertising practice (so far). However, some practices operate 'on the edge'. Logically, the importance of mobile game marketing is increasing as well. ![]() The mobile games segment currently represents the biggest share of the global game market with the highest year-on-year growth rate.
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