Laura Herrewijn

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This study investigates the relationship that exists between the effectiveness of in-game advertising (IGA) and one specific context characteristic: player experiences during gameplay. Gaming is an active experience where a person is drawn into a virtual world and confronted with numerous emotions and experiences. It is argued that these player experiences(More)
Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into a promising vehicle for advertisers. As a result, the inclusion of advertising messages in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to(More)
This paper investigates the player experience of immersion and its relationship with player involvement in an experimental setting. The paper follows Calleja’s [3] premise that immersion, defined as “the player’s sensation of inhabiting the virtual environment represented onscreen”, is not a stand-alone experience but the result from a blending of a variety(More)
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