Schroeder, SüheylaTibus, Alexander ChristianNihat Engin ÖzyilmazBerlin International University of Applied Sciences2023-07-192025-11-282025-11-282022https://repository.berlin-international.de/handle/123456789/863AI-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 audienceMACHINE-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 24-26engDesign ProjectGameplay ElementTarget AudienceVideo Game AdvertisingGuerrilla MarketingThesis