Master’s Thesis

On May 2015, my Master’s Thesis was officially published onto the University of Southern California’s Digital Library.


This paper examines a series of games created by brands and attempts to identify key aspects that a brand could consider when creating its own advergame. The purpose of this study is to examine four brands’ advergames to understand what strengths and weaknesses have made those games thrive or flop among a technology-dependent audience. The principal conclusion is that the fast-food industry has the ideal characteristics to create a successful advergame. However, brands in a variety of industries can venture into developing advergames if they follow the characteristics identified in this paper.

The Branding Game: A Study on Advergames. A Successful Way to Connect with Today’s Gamified Society


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