n Communicare : Journal for Communication Sciences in Southern Africa - Beyond product placement : a model for advergaming as viral marketing tool in South Africa

Volume 30, Issue 1
  • ISSN : 0259-0069


In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of the mobile environment as a catalyst for enabling the use of advergaming as a viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of existing literature and observation, for operationalising mobile advergaming.

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