Paximadaki, the game: creating an advergame for promoting traditional food products

This paper presents an advergame installation for promoting the brand and products of a food company producing various types of traditional Cretan rusks. The paper first presents some background and related work. Then the requirements set towards creating the game are outlined, followed by concept creation and design decisions taken in order to meet these requirements, as well as a description of the user interface, gameplay and implementation characteristics of the resulting game. The game has already been installed with remarkable success in two different food exhibitions.

[1]  L. Eagle,et al.  Analysing Advergames: Active Diversions or Actually Deception , 2006 .

[2]  Michelle L. Gross,et al.  Advergames and the effects of game-product congruity , 2010, Comput. Hum. Behav..

[3]  Calin Gurau.  The Influence of Advergames on Players' Behaviour: An Experimental Study , 2008, Electron. Mark..

[4]  Kevin Wise,et al.  Enjoyment of Advergames and Brand Attitudes , 2008 .

[5]  Henry Jenkins.  Game Design as Narrative Architecture , 2003 .

[6]  Lynne Eagle,et al.  Analyzing advergames: active diversions or actually deception. An exploratory study of online advergames content , 2009 .

[7]  Glenn Leshner,et al.  The Effects of Advergames on Game Players' Processing of Embedded Brands , 2009 .

[8]  Ronald J. Faber,et al.  Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention , 2007 .

[9]  R. Terlutter,et al.  Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children , 2012 .

[10]  Barry Ip,et al.  Product placement in interactive games , 2009, Advances in Computer Entertainment Technology.

[11]  Winkler Tina,et al.  Receptiveness of Gamers to Embedded Brand Messages in Advergames , 2006 .

[12]  Darryl Charles,et al.  Toward an understanding of flow in video games , 2008, CIE.

[13]  John L. Sherry.  Flow and Media Enjoyment , 2004 .

[14]  Peta Wyeth,et al.  GameFlow: a model for evaluating player enjoyment in games , 2005, CIE.

[15]  Lindsay D. Grace,et al.  Player performance and in game advertising retention , 2011, Advances in Computer Entertainment Technology.

[16]  Heather Desurvire,et al.  Using heuristics to evaluate the playability of games , 2004, CHI EA '04.

[17]  Stefan Agamanolis,et al.  Exertion interfaces: sports over a distance for social bonding and fun , 2003, CHI '03.