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A roadmap to designing advergames: how major video games can help in the design of advergames and the impact of memories
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This paper looks into ways to design advergames and tries to incorporate memories into them. To assess it, two experimental groups were created: one watched a The Sims 2 video and another one a generic Ikea advergame. At the end, as expected, when happy memories of past experiences playing major video games were activated willingness to buy increased. Therefore, to create the biggest amount of value possible, companies should use elements of major titles, from gameplay to audio tracks, when designing an advergame, so players can relieve good times they had when paying them.
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Advergames Memories Willingness to buy Videogames.