The Advent of Play and Pursuit

Abstract

Multimedia advertising on the internet has demanded that advertisers and marketers become more creative and adventurous in their pursuit of consumers. This chapter argues that the notions of play and pursuit are intrinsic components of persuading consumers to interact and engage with advertising. Online advertising is also simulating game environments to reach consumers through an alternate reality. These techniques elevate play as a persuasive tool to entice consumers and to capture data for advertisers. It tacitly thwarts the assumption that the internet is a space of consumer empowerment and control. Instead it reinforces the hand of capital and uses the architecture and features of the internet to make virtual environments a productive space for advertisers.