Economic Potential of Mobile Entertainment as an Advertisement Channel

Business subjects are constantly searching for new channels of distribution of information towards the consumers. In the majority of cases, this type of communication assumes the gathering of information on consumer habits in order for the business subject to be able to send a commercial message to the consumer at a certain time through the channel in question. Contemporary channels of communication assume the usage of various advanced digital devices which can easily expand their basic function. One of the devices most used for communicating today are the advanced mobile devices which can easily be transformed into a gaming console for the distribution of entertainment content. The mobile entertainment industry, through interactivity, enables acquiring an entertaining experience by consuming various forms of multimedia content which encompasses different areas united under the term gaming. Considering that mobile devices are entertaining and dynamic, the full effect of an advertisement is registered with the user because they are involved in the game. The interactive nature of games also enables more smart and subtle forms of advertisement because messages can be distributed during gameplay so that the experience is felt. Considering that mobile entertainment has become a fast-growing industry, the aim of this paper is to see how much the members of the Z generation consume mobile entertainment and how much do the advertisements distributed via channels of mobile entertainment affect consumer behavior.