الفهرس 
الغلافOnly 14 pages are availabe for public view
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Abstract
The research summary in English:
Attracting consumer’s attention is becoming more and more difficult, which makes advertisers increasingly becoming dissatisfied with the value provided by traditional media. That is why marketers and advertisers are forced to search for alternative and new creative channels of brand communication to attract and persuade their audiences. In the attempt of finding new promotion methods, digital games have found a place as a promising new advertising medium.
There is no doubt that the use of digital games for other issues in addition to entertainment is a creative idea. With millions of users playing digital games every minute of the day, and with the high level of detailed graphics and technologies we are witnessing nowadays, digital games are a must-have advertising channel if the brand or the promoted product is looking to increase awareness and connect with consumers in a new, interactive, exciting and innovative way.
Digital games can deliver brands with some of the most innovative digital ads today, such as units that can offer players creative and rich media, rewards, value exchange video advertising, custom branded opportunities, branded content, and more. All of these applications are very attractive, unlike traditional media ads that users often ignore. In addition, digital games offer many types of advertising using them, such as in-game ads, advergames, and around-game advertising. Given all of the above, a significant shift occurred in designers’ and marketers’ attitudes towards digital games, as they started to consider them as a viable advertising medium in their own right.
That makes it essential for advertisers and marketers to understand the medium and study the specific rules for each game to find the best way to integrate ads within the game without spoiling the gameplay experience. So, some ergonomics aspects of designing an effective digital game advertising user interface need to be taken into consideration when designing them.
In the first section:
The reasons why designers and advertisers need to use digital games as an advertising medium were studied, in addition to the definition of the digital game advertising, its history, types, characteristics, advantages, and limitations, as well as, studying its effectiveness as an advertising medium by observing the results of the industry and the academic research.
In the second section:
The study of the ergonomic standards of designing an effective and successful in-game advertising and advergames user interface as an advertising medium was conducted.
In the third section:
The analytical study of some examples for both in-game advertising and advergames was provided, to test the effectiveness of the ergonomic aspects of designing an effective in-game advertising and advergames user interface, which were mentioned in the previous section, and their contribution in achieving the goal of the advertising campaign.
In the fourth section:
The applied study was conducted through designing an advergame for promoting the Grand Egyptian Museum by applying the ergonomic standards of designing an effective advergame user interface, and then an experiment was conducted where a survey was made and analyzed in order to investigate the validity of the proposed ergonomic standards and their impact on the success of both the advergame as an advertising medium and on the success of the advertising process.