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From Digital to Traditional : Design and Use of Guerrilla Marketing in Video Game Advertisement

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dc.contributor.advisorSchroeder, Süheyla
dc.contributor.advisorTibus, Alexander Christian
dc.contributor.authorNihat Engin Özyilmaz
dc.contributor.departmentFaculty of Architecture and Design
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2023-07-19
dc.date.accessioned2025-11-28T13:27:35Z
dc.date.available2025-11-28T13:27:35Z
dc.date.issued2022
dc.description.abstractAI-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 audienceen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction a. General Introduction 4 born Research Aim and Objectives 4 c. Research Question and Hypothesis 4 d. Need and Justification for the Study 4-5 e. Methodology 5 2. Video Game Marketing a. Digital Marketing for Video Games 6-8 born Traditional Marketing for Video Games 8-11 3. Case Studies a. Destiny for Xbox (2014) 12-13 born Dante's Inferno (2009) 13-15 c. Warframe (2019) 15-16 4. Interview and Questionnaire Findings a. Target Audience Interview Findings 17-18 born Questionnaire Findings 18-19 5. Design Project 19-23 6. Abstract 23 7. References 24-26en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/863
dc.language.isoeng
dc.subjectDesign Project
dc.subjectGameplay Element
dc.subjectTarget Audience
dc.subjectVideo Game Advertising
dc.subjectGuerrilla Marketing
dc.titleFrom Digital to Traditional : Design and Use of Guerrilla Marketing in Video Game Advertisement
dc.typeThesis

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