COM 2012 Volume 17

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Open Access
Perceptions of advergaming as an advertising tool in South Africa
(Department of Communication Science, University of the Free State, 2012) Wright, Bianca
The use of games to communicate messages is not new; however the evolution of the digital environment has opened up opportunities for brand communicators to use games as a means to communicate with audiences in ways that were previously impossible. In South Africa, so-called advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the perceptions of advertising agencies about the use of advergaming in the South African context.