Adgamer: Eine spielertypologie zur unterstützung des marketingpolitischen instrumentariums

摘要

Firms are interested in using adgames for communication and marketing purposes. They are using adgames more and more to communicate with their customers. The increasing importance of adgames can be explained by better perception on the one hand and by decreasing recall of traditional advertising media on the other. In the light of the increasing popularity of adgames it is interesting to know why internet users play adgames and which kind of adgame is prefered by which internet user. We have investigated the demographic characteristics of adgame-players and their demands. The empirical study presents the characteristics of adgame-players and the relationship between those characteristics and the playing intensity of the adgame type. An adgame-player typology is developed by using multiple regression. This adgame-player typology can be used by firms to develop target-groups specific adgames and by science as a basis for further research.