Time for play - An exploratory analysis of the changing consumption contexts of digital games

Beyond product placement

“…Interest in advergames has developed partly in response to the change in audience behaviour in the international context. According to Deal (2005), consumers in the international context are moving away from television as their primary form both of entertainment and information and are increasingly turning to the Internet for these purposes. In addition, research studies have shown that Internet users are spending a significant portion of their time playing video games online (Deal, 2005).…”

“…According to Deal (2005), consumers in the international context are moving away from television as their primary form both of entertainment and information and are increasingly turning to the Internet for these purposes. In addition, research studies have shown that Internet users are spending a significant portion of their time playing video games online (Deal, 2005). In South Africa, however, Internet access is not ubiquitous; yet mobile technology has the potential to fulfil that role within the South African context because of its reach, accessibility and relatively low cost.…”