Estratégias de mobile advergames: considerações sobre as características das inserções de propaganda em jogos móveis

Abstract

The present work analyzes the characteristics of advertising inserts within mobile games. The central objective is to investigate the characteristics of strategies in mobiles advergames Need For Speed: No Limits, The Sims Freeplay, Asphalt 8: Airbone e Tank Invaders. The monograph of the brief description of the history of the types and uses of advertising inserts in games. Later, we discuss how the habits of consuming games on portable devices have changed the characteristics of advertising strategies in this area. At the end, based on the structured observation strategies mobile advergames, was observed as the inserts of the games Need For Speed: No Limits, The Sims Freeplay, Asphalt 8: Airbone e Tank Invaders have been adapted to the media, which have characteristics different from previous ones as electronic games and the web games. As from the analysis carried out in the strategies of mobile advergames present the mentioned games, it is clear that advertising does not exploit all the features of mobile devices.