Browsing by Subject "Guerrilla Marketing"
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Item Restricted From Digital to Traditional : Design and Use of Guerrilla Marketing in Video Game Advertisement(2022) Nihat Engin Özyilmaz; Schroeder, Süheyla; Tibus, Alexander Christian; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This research paper examines the use of guerrilla marketing strategies in video game advertising and explores the design of a marketing event with a focus on gameplay elements. The video game industry is experiencing significant growth, and not all developers have access to marketing support from distribution services. Guerrilla marketing offers an opportunity to promote and sell video games to the target audience without incurring significant financial costs. The research aims to explore different styles of video game marketing strategies, evaluate the use of guerrilla marketing in video game advertisements from a designer's perspective, and develop a design project for a video game marketing event with a gameplay element as its main focus. Primary research methods, including interviews and questionnaires with the target audience, as well as secondary research, are employed to analyze the effectiveness of guerrilla marketing in video game advertising. Keywords: Guerrilla marketing, video game advertising, gameplay element, design project, target audience