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  1. 2 Homo Ludens

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  1. 2 Marszałkowski J.

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  1. 1 2011

  2. 1 2010

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THE IMPORTANCE OF ADVERTISING EXCHANGE FOR MARKETING BROWSER GAMES

100%
Marszałkowski J.
Homo Ludens
|
2011
|
issue 1(3)
103-116
EN
The article presents the most complete description possible of the basics of the idea of advertising exchange, as well as some more specialised research into the marketing of browser games. As those games grow in number, the importance of acquiring network traffic to attract players rises. Advertising exchange is the least described of all the possible ways to achieve this. First, a necessary set of definitions will be proposed. Then, the costs and aims of advertising exchange in relation to browser games will be discussed. Finally, three methods: direct exchange, partner cooperation, and indirect exchange through toplists will be presented. Their specific aims, advantages and flaws, importance and range will also be analysed in as much detail as possible, with the use of real data. Examples of relevant applications will be presented as well.
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Problematyka pomiaru popularności gier przeglądarkowych jako przykładu serwisow internetowych

63%
Marszałkowski J.
Homo Ludens
|
2010
|
issue 1(2)
97-106
EN
Despite the rapidly growing popularity of browser games there is still little research on them, mainly because of problems with methodology. In quantitative studies, the basic problem is how to measure and compare the popularity of these games. The paper presents all the usually applied measures: from the most popular 'number of players', through active accounts, online (users logged in), ending with unique visitors. Their advantages and disadvantages will be analyzed. The model of acquiring players through browser games, the bounce rate and returning visitors will be explained. And finally, based upon the fact that browser games are a type of internet page, tools that allow access to the data describing the popularity of these games (and often other statistical parameters, too), the statistical systems, AdPlanners, toplists, Alexa and Wolfram will be presented and analyzed.
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