Beyond product placement : a model for advergaming as viral marketing tool in South Africa

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In South Africa, 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 potential of the mobile environment as a catalyst for enabling the use of advergaming as a viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of existing literature and observation, for operationalising mobile advergaming.
Original languageEnglish
Pages (from-to)47-65
Number of pages18
JournalCommunicare: Journal for Communication Sciences in Southern Africa,
Issue number1
Publication statusPublished - Jul 2011



  • advergaming
  • serious games
  • viral marketing
  • mobile gaming

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