A gamification mechanism for advertising in mobile cloud

Zongwei Luo; Qixing Zhuang; Tao Jiang; Yang Liu; Feng Yi

doi:10.4018/978-1-4666-8693-9.ch010

A gamification mechanism for advertising in mobile cloud

Zongwei Luo^*
, Qixing Zhuang
, Tao Jiang
, Yang Liu
, Feng Yi

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Scopus citations

Abstract

In this chapter, we introduce a gamification mechanism for advertising in mobile cloud. Gamification for advertising uses game thinking and mechanism in non-game contexts to engage users in developing and deliver advertising content suitable for mobile devices. To support this gamification advertising mechanism, we develop a cloud based service platform for media integration and distribution, supporting flexible interactions and collaboration among media content providers, advertisers, and developers. Contribution of this chapter is it introduces game theory and mechanism design into gamification for advertising which is demonstrated as feasible and just in time. And the gamifiation for advertising is the first in the literature ever discussed as we know in the context of mechanism design. A layering solution with introduction of an advertising layer for developing gamified applications for mobile devices is also the first ever in the literature as we know.

Original language	English
Title of host publication	Robotics, Automation, and Control in Industrial and Service Settings
Publisher	IGI Global
Pages	263-280
Number of pages	18
ISBN (Electronic)	9781466686946
ISBN (Print)	1466686936, 9781466686939
DOIs	https://doi.org/10.4018/978-1-4666-8693-9.ch010
State	Published - 10 Sep 2015
Externally published	Yes

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title = "A gamification mechanism for advertising in mobile cloud",

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AB - In this chapter, we introduce a gamification mechanism for advertising in mobile cloud. Gamification for advertising uses game thinking and mechanism in non-game contexts to engage users in developing and deliver advertising content suitable for mobile devices. To support this gamification advertising mechanism, we develop a cloud based service platform for media integration and distribution, supporting flexible interactions and collaboration among media content providers, advertisers, and developers. Contribution of this chapter is it introduces game theory and mechanism design into gamification for advertising which is demonstrated as feasible and just in time. And the gamifiation for advertising is the first in the literature ever discussed as we know in the context of mechanism design. A layering solution with introduction of an advertising layer for developing gamified applications for mobile devices is also the first ever in the literature as we know.

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A gamification mechanism for advertising in mobile cloud

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