This study is focused on computer game series Needfor Speed （NFS） in terms of its use in promotion of products and brands. We believe that computer games are no longer the domain of a small group of enthusiasts. In ...This study is focused on computer game series Needfor Speed （NFS） in terms of its use in promotion of products and brands. We believe that computer games are no longer the domain of a small group of enthusiasts. In recent years, this kind of entertainment has became a global phenomenon, which is reflected both on professional and scientific levels. This study focuses on in-game advertising possibilities, identification, function, and logic in the NFS computer game series. We conduct a content analysis of three releases of NFS to identify its use for promotional purposes in real terms.展开更多
文摘This study is focused on computer game series Needfor Speed （NFS） in terms of its use in promotion of products and brands. We believe that computer games are no longer the domain of a small group of enthusiasts. In recent years, this kind of entertainment has became a global phenomenon, which is reflected both on professional and scientific levels. This study focuses on in-game advertising possibilities, identification, function, and logic in the NFS computer game series. We conduct a content analysis of three releases of NFS to identify its use for promotional purposes in real terms.
