Research Information System
in: Gamified Approaches to Advertising and Marketing Communication, IGI Global, pp.215-240, 2026
Recreation refers to voluntary activities individuals pursue outside work to renew themselves physically and mentally. Digital recreation, a modern extension of this concept, involves leisure activities conducted through digital platforms- such as video games, VR and AR applications, online education, social media, and mobile apps. With technological advancements, digital environments have become key spaces for entertainment, learning, and socialization. As individuals increasingly spend their free time online, brands have integrated advertising into these platforms, particularly through digital games, VR, AR, and mobile applications.These environments allow brands to reach audiences directly and deliver interactive, personalized, and engaging advertising experiences.Methods like in- game ads and advergames embed marketing messages naturally into user experiences, enhancing brand interaction, loyalty, and recall.Thus, digital recreation offers advertisers opportunities for targeted communication, creative engagement and data- driven strategy development across diverse digital touchpoints.