Özet:

Mobile devices, which are defined as smart along with the developing technology, are widely used for playing games as well as functions such as communication, information acquisition, entertainment and leisure time by various age groups, especially adults. With the new media, the existing homogenization in mobile games is diversified for smart mobile phones and the market share of the advertisements in these games has reached remarkable dimensions. Although gaming and advertising appear to be separate areas, on smart mobile phones and similar devices, this happens through gaming advertisements. Through these advertisements, the user can switch from one game to another game, play and experience different kinds of games in various ways. Thus, with this new ad serving, it is understood that the stereotyped perception of the advertisements is evolving and that the mandatory necessity among the basic problems of advertising is automatically removed. For this reason, digital gaming environments are now considered as a convenient area for advertising context. In this study, the ads displayed among the Skillful Finger games in the time period during which the research was conducted to evaluate the game and advertising relationship were worth investigating. The reason this game is preferred is that The Finger is at the top of the most popular free game category on the Google Play Store. In this regard, the universe of research is limited to smartphones among various mobile devices. While the Skillful Finger game, which is located at the top of the most popular category of the game store, constitutes the sample of the study, the advertising through the game was determined as the focus of the research. The qualitative content analysis method used in the study will examine the differences between this new ad serving and the other ads, and the underlying problem of the research that these ads use to guide user attitudes.

Anahtar Kelimeler: