The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games

@article{Terlutter2013TheGO,
  title={The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games},
  author={Ralf Terlutter and Michael L. Capella},
  journal={Journal of Advertising},
  year={2013},
  volume={42},
  pages={112 - 95}
}
The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the… 
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304 Citations
Highly Influential Citations
23
Background Citations
126
Methods Citations
5
Results Citations
2

304 Citations

Game advertising: a conceptual framework and exploration of advertising prevalence
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As games have become more sophisticated, so too has in-game advertising, and Brands now have two distinct options when looking to invest advertising dollars in games; static placements and dynamic placements.
Advertising in Digital Games: A Bibliometric Review
  • Gunwoo Yoon
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Abstract Over the past decade, persuasive games (advergaming) and advertising in games (in-game advertising [IGA]) have been two types of engaging technology for promoting brands. This study examines…
Advertising Effects of In-Game-Advertising vs. In-App-Advertising
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Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and…
Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers…
Winning versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness
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