Teresa de la Hera is University Lecturer at Erasmus University Rotterdam where she is member of the Erasmus Research Centre for Media, Communication and Culture and the Research Cluster Gaming Matters. She has been visiting scholar at the University of Amsterdam, and has worked as a researcher at the Centre for the Study of Digital Games and Play at Utrecht University, as well as the communication studies department of the University of Santiago de Compostela (Spain).

• Acknowledgements Preliminary Notes ii Preface v Introduction Part I: Digital Games as an Advertising Medium Chapter 1: Advergames' Definition Chapter 2. Advergames' History Chapter 3. Advergames' Effectiveness Part II. Persuading Players though Digital Games Chapter 4. The Procedural School: A Critical Analysis Chapter 5. Persuasion through Digital Games: A Theoretical Model Part III. Advertising through Digital Games Chapter 6. Persuasive Strategies for Advergames Chapter 7. A Case Study: Tem de Tank Conclusions References Ludography Index

Teresa de la Hera is University Lecturer at Erasmus University Rotterdam where she is member of the Erasmus Research Centre for Media, Communication and Culture and the Research Cluster Gaming Matters. She has been visiting scholar at the University of Amsterdam, and has worked as a researcher at the Centre for the Study of Digital Games and Play at Utrecht University, as well as the communication studies department of the University of Santiago de Compostela (Spain).

• Acknowledgements Preliminary Notes ii Preface v Introduction Part I: Digital Games as an Advertising Medium Chapter 1: Advergames' Definition Chapter 2. Advergames' History Chapter 3. Advergames' Effectiveness Part II. Persuading Players though Digital Games Chapter 4. The Procedural School: A Critical Analysis Chapter 5. Persuasion through Digital Games: A Theoretical Model Part III. Advertising through Digital Games Chapter 6. Persuasive Strategies for Advergames Chapter 7. A Case Study: Tem de Tank Conclusions References Ludography Index

Teresa de la Hera is University Lecturer at Erasmus University Rotterdam where she is member of the Erasmus Research Centre for Media, Communication and Culture and the Research Cluster Gaming Matters. She has been visiting scholar at the University of Amsterdam, and has worked as a researcher at the Centre for the Study of Digital Games and Play at Utrecht University, as well as the communication studies department of the University of Santiago de Compostela (Spain).

• Acknowledgements Preliminary Notes ii Preface v Introduction Part I: Digital Games as an Advertising Medium Chapter 1: Advergames' Definition Chapter 2. Advergames' History Chapter 3. Advergames' Effectiveness Part II. Persuading Players though Digital Games Chapter 4. The Procedural School: A Critical Analysis Chapter 5. Persuasion through Digital Games: A Theoretical Model Part III. Advertising through Digital Games Chapter 6. Persuasive Strategies for Advergames Chapter 7. A Case Study: Tem de Tank Conclusions References Ludography Index