ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

Mobile in-game advertising: the case of King

Kurgan, Elise
(2018)

Files

Kurgan_95261600_2018.pdf
  • Closed access
  • Adobe PDF
  • 3.03 MB

Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The aim of this thesis is to describe the in-game advertising strategy of the mobile game leader King (famous for publishing Candy Crush Saga). The objective is to answer the following research question: How effective is the mobile in-game advertising strategy of the game developer King? The theoretical part will include 4 sub-sections: the gaming world, mobile gaming, mobile advertising and in-game advertising. First of all, the gaming world will be introduced, from the ancient origins of playing to the development of mobile games. This will lead directly to the next sub-section about mobile gaming. There, a description of the industry will be supported by key figures and definitions. Afterwards will come the topic of mobile advertising and its context. The last topic covered in this literature review will be an introduction to in-game advertising. The second section of the report is the case study. After introducing King, its history and its environment, the focus will be on its advertising activity. Some more background will be added on the evolution of advertising at King and its current state. Finally, every element of the advertising model will be analyzed and linked to the theory.