Political Marketing in Digital Games: ‘Game Over’ for Traditional Political Marketing Methods

• Authors: Baltezarević Radoslav , Baltezarević Borivoje , Baltezarević Vesna , Kwiatek Piotr , Baltezarević Ivana
• Languages of publication: EN

Abstracts

EN

This study focuses on digital games that have become powerful persuasion tools which can be utilized for political marketing purposes. The authors believe that these media have to be thoroughly explored, because of the great potential of these platforms to become very useful tools for setting up political messages and the outreach capacity to the voting segment being difficult to achieve if only traditional media are used. The paper provides a set of theoretical views on political marketing in digital games. There are many examples analyzed in the paper, proving that the techniques of political marketing can create big benefits and that they can help politicians achieve their goals. So, we hypothesized a new phase of political marketing, underpinned by the utilization of digital games. As a methodology, we used content analysis of various digital games. The aim of this paper is to offer a better understanding of the benefits of political marketing campaigns in the digital gaming industry and to explore the role and impact of these techniques, as well as to provide potential future directions of this form of marketing.

Keywords

EN

digital games; future directions; political marketing; political messages

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Acta Ludologica
• Year: 2019
• Volume: 2
• Issue: 2
• Pages: 28-46
• Physical description: Media and Communication, Game studies, Theory of digital games
• Document type: Article

Contributors

author

Baltezarević Radoslav

• College for Communications, Culture and Communication Department

author

Baltezarević Borivoje

• Union University, Faculty of Management

author

Baltezarević Vesna

• Megatrend University, Faculty of Culture and Media

author

Kwiatek Piotr

• American University of the Middle East, Department of Marketing

author

Baltezarević Ivana

• Megatrend University, Faculty of Culture and Media