MP | Dissertation | 'Is 'Advergaming' a Successful Advertising Platform for Mass- Market Female Fashion?'

This study can be summarized by an investigation into the marketing technique of Advergaming through the use of both primary and secondary data. The primary data was collected via; Interviews with industry specialists, a focus group with the target consumer and a questionnaire. This research displays the developments that have been made from 1958 to 2020 in the field of Advergaming, from the launch of the first computer game to Balenciaga launching their recent AW21 collection via an Advergame. This study then goes on to evaluate the success of brands, such as Tatcha, using Advergaming to market to their consumer and outlines the growing consumer group that is mass-market female fashion. The target market is outlined as Generation Z with specific consumer tribes being Netstalgics and Digital Architects. The work then investigates the future of Advergaming and the problems it could face, specifically legal issues. The final investigation is into the positive effects that gaming has on mental health and consumer well-being that is an advantage to the field of Advergaming with the conclusion that Advergaming is a successful method of marketing to Mass Market female fashion. https://indd.adobe.com/view/2ae20954-9071-4f4e-9233-97bb754ebaec