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 M. 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… Expand
256 Citations
Game advertising: a conceptual framework and exploration of advertising prevalence
  • 8
Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review
  • Highly Influenced
  • PDF
Advertising in Digital Games: A Bibliometric Review
  • Highly Influenced
Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition
  • 12
  • PDF
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 158 REFERENCES
Putting Brands into Play: How Player Experiences Influence the Effectiveness of In-Game Advertising
  • 17
  • Highly Influential
  • PDF
In-Game Advertising Effects
  • 87
Play Buddies or Space Invaders? Players’ Attitudes Toward In-Game Advertising
  • 34
The Effect of Product Placement in Computer Games on Brand Attitude and Recall
  • 48
  • PDF
The Influence of Advergames on Players' Behaviour: An Experimental Study
  • C. Gurau
  • Economics, Computer Science
  • Electron. Mark.
  • 2008
  • 38
  • PDF
Responses to an advergaming campaign on a mobile social networking site: An initial research report
  • 47
  • Highly Influential
Enjoyment of Advergames and Brand Attitudes
  • 212
  • PDF
Communicating brands playfully
  • 86
  • Highly Influential
  • PDF
...
1
2
3
4
5
...